wild arrows / 
hattie mcgovern

The independent clothing label Wild Arrows breaks onto the fashion market this SS17 with its ultimate new collection The New Nudes. The idea of this concept is to show the development of femininity in today’s fashion world. Emphasising to its audience of 18-35-year-old females who really runs the world. Hattie McGovern’s brand inspiration came from the huge demand and increase in the athleisure market. Due to research into her competitors she identified that other sportswear collections are priced at highly expensive figures and are catered more towards male audience. This gave McGovern the ambition to create a clothing label that offers affordable and functional sportswear with a feminine twist.

This collection of sleek streetwear fuses together function and fashion for everyday wear. What we are witnessing now is the blurring of sportswear merging into a genderless trend. Adding attitude to style the appearance of modern day, flesh pinks and champagne creams are making an impact on the new wave of youth culture. Crushing on comfy tracksuits to logo tees this brand demonstrates the major shift in your everyday outfits.

Your go-to collection for your classic tees, cropped hoodies and sleek sweats to create your own femme vibe will be offered in the Wild Arrows collection. Expect this collection to be stamped with its signature logo infused with muted feminine tones creating streetwear with a softer edge. In soft hues of peachy nudes and candy cotton pinks this killer collection off all things feminine will have you strutting in style this summer. Up your street style game from the sneakers up.

CREDITS
CREATIVE DIRECTOR: HATTIE MCGOVERN
MODELS: KATHERINE EVANS / STEPH BYE / BETHANY ADDINGTON /KATE EDNEY
PHOTOGRAPHER: CRISTINA MILIAN / DANNI GIBBS
HAIR & MAKEUP: XENIA STANKOVSKA / LIA LAZAR / MADISON COTTON / CATHERINE SAMUELSON

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