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3 years ago, by Voir Editorial Team InstaGLAM: It Could Be You. Blood Brother AW18

3 years ago, by Voir Editorial Team

InstaGLAM: It Could Be You. Blood Brother AW18

Blood Brother AW18


For AW18 Blood Brother takes a look into the Instant Win, Instant Lifestyle promised to us by the omnipotent force that is Camelot & The National Lottery. Who hasn’t dreamt of having that winning ticket? Pinning your hopes on those 7 simple yet elusive numbers……….. after all IT COULD BE YOU.

Reflecting the ‘loaded expectancy’ of the current generation, the lottery provides a get-rich-quick escape plan in an era defined by instant gratification. Exploring the theme of quick wins and ‘loadsamoney’, Blood Brother looks at the sinister side of sudden excess.

Blood Brother AW18

Graphic prints feature scratch cards, player receipts and symbols of ostentatious success such as the ‘Hot Tub Club’ and ‘Money Bags’. Satin suit pieces in retro jewel colours, feature the ultimate extravagance – a pet tiger, paying homage to the depressing faded opulence of Las Vegas.

Blood Brother AW18

Taking inspiration from a lifestyle of excess, the collection references 80’s ski wear, exotic animals and the ultimate ‘new money’ style icons – the gangsters. Diamond quilted puffas and ski suits in Rolex green and metallic gold, gives a nod to luxury Chesterfield sofas, whilst oversized ski salopettes and chalet knits in chenille wool complete the après-ski look.

Blood Brother AW18

The theme of garish luxury is realised in clashing animal faux furs and snakeskin prints that are in perfect contrast to the menacing simplicity of the leather ‘gangster fit’ coats. Repeat print Swarovski crystal embellishment across crisp white denim and luxurious tracksuits reflect the outlook of those with a penchant for life in the fast lane.

For AW18 the collection features a new hybrid silhouette for the season, a technical merge of the classic Blood Brother tracksuit, with tailoring details including bungy cords and a zippable lapel for a sartorial streetwear aesthetic.

Blood Brother continue their line of accessories, updating the popular cross body bag with drawstring pouch detailing and adding larger sizes of ‘stash-cash’ kit bags. Scarves, hats and socks are all reimagined for the season in sulphur yellows and knitted golds. For AW18, a selection of glasses have been chosen from the archive collection with a focus on vintage frames in translucent and coloured lenses for a retro feel, continuing Blood Brother’s and Cutler & Gross’ partnership for a second season.

Blood Brother have worked exclusively alongside luxury international shoe brand Jimmy Choo, featuring four styles including fur lined slip-ons and military style boots in black patent leather in addition to soft leather trainers in fresh whites, deep burgundy and black.


Creative Director/Co-Founder: Nicholas Biela

Brand Director/Co-Founder: James Waller

Designer: Penelope Tucker

Print Designer: Jack Sharples

Stylist: Carlotta Constant

Stylist Assistant: Harry Clements

Set Design: Thomas Bird


Daniel Bruno Grandi @Theurbanspotter / Mohamed Abdulle / Thai Hibbert

Videographer: Layo Mussi

Casting: Carl Marshall @CMPR

PR: Carl Marshall PR

Hair: Jan Pryzemk of AOFMPro

Makeup: Michelle Webb of AOFMPro

Sunglasses: Cutler & Gross

Shoes: Jimmy Choo

Invite: Jack Sharples

Music Production: Aymen

Music Curation: Reece Crisp


Harry @D1 / Emin @Established / Piers, Yannick, Thom, Stanley @IMG /

Luca @Lenis / George, James @Models 1 / Dragon @Named / Jack @Nevs /

Phillip, Mateo, Wonil @Next / Kit, Zsombor @Premier / Gong, Harry T, Mark L, Emmannuel, Oliver

@PRM / Finn, Sam @Select / Hector, King @Storm


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