Why they're turning the twinset into a work of art...
When we heard the news that they’d snaffled Tilda Swinton to star in their new ad campaign, we thought a Pringle cool-over might be in the works.
Now our spies tell us the Scottish brand is planning an achingly cool art tie-in event for London Fashion Week in February, our suspicions have been confirmed.
The label are marking their 195th anniverary by teaming up with the Serpentine Gallery (who are also celebrating a birthday – their 40th – this year) to present a series of cool limited-edition knitwear collaborations.
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Called 195 Collaborations, the designs are all new twists on two staples – the twinset and the argyle knit – and include creations by figures including actress Tilda Swinton, Turner Prize-winning artist Richard Wright and the Scottish writer and artist Alasdair Gray.
The designs will be presented to the fashion press at a bash during London Fashion Week, where all the artists will be on hand.
They will then be produced as limited-edition pieces (195 of each, to be precise) which will then be sold, with all proceeds going to benefit the Serpentine’s education programmes.
All hail the ‘It knit…’
