This July, leading lifestyle brand GANT reclaims the preppy style, a look it pioneered 70 years ago, which continues to be a timeless fashion trend today. The menswear and womenswear collections, which launched across all GANT stores this July, are inspired by the US West Coast, a destination of the season.
This Pre-Fall collection has an air of delicacy with attitude. Carefully worked-through pieces tell the story of the play between contrasts – summer versus fall, warm days versus chilly nights and find their inspiration in the cool and casual vibe of LA, with Silver Lake being the neighbourhood of them all!
This season, GANT looks at the clashing contrasts found through fragile coral reefs and windswept beaches of the Channel Island National Park, just off the coast of southern California as inspiration. The exquisite coral and seashells of the National Park combined with Silver Lake’s strong sense of neighbourhood and hip America vibe is what the collection creatively explores with a feeling of wanting to disrupt the perfect – an unexpected twist of the familiar.
Drawing inspiration from Americana and its subcultures, the bandana is a given symbol for Pre-Fall with the inclusion of paisley. Patchwork and denim also enhance the feeling of modern, cool and easy styling. The overarching look is crisp with a touch of bohemian street luxe. The silhouette is interesting and comfortable. Think summer dresses, printed short sleeves, and streetstyle sportswear with a luxurious western Silver Lake twist.
Born in New Haven, Connecticut in 1949, GANT’s heritage continues to be intertwined with the American East Coast. From sailing the majestic Cape Cod National Seashore to colourful fall hikes in the wilderness of the North East, the brand has always been connected to and inspired by the beauty and the traditions of America’s great outdoors.
The GANT Pre-Fall 2021 collection will be available in stores and online from July 2021.