Iceberg: Ready-To-Wear SS19
Ready, set, go! The races are off and so is Iceberg SS19. After a stellar comeback and the first stop on the Iceberg world tour at London Fashion Week Men’s back in June, James Long London brought the brand back to its home country. What started back in 1974 as one of the first Italian fashion houses merging fashion and sportswear, has since gone through many a chapters, while always cherishing the core value of the brand’s aesthetic – a call to action. Most recently, the menswear darling became the Creative Director of the brand in 2016, tasked with a role of giving the brand a breath of fresh, London air. For the first couple of years, the collections came out more or less quietly, without too much fanfare. But starting with Spring 2019, the volume got turned up and Iceberg re-emerged with a bang.
Today’s show was the solid second chapter in Iceberg’s new testament. Race-themed and overflowing with colour, the collection paid homage to the brand’s Italian heritage. For the first time ever, fashion and Formula 1 spoke the same language. Tracksuits and boiler suits, flag girl dresses, running shoes and even helmets – all very Iceberg, all very now. Encapsulating a spirit of joy and excitement that so often evaporates when it comes to heritage brands, the energetic combo of James Long and Iceberg is a gift that keeps on giving. Where to next? Wherever it is, team Iceberg will get there fast.
Photographs by Jason-Lloyd Evans.