Nahmias (@nahmias__) – the rapidly rising, LA-based ready-to-wear label – has partnered with the leading luxury department store, Harrods, for an exclusive capsule collection titled “When In London,” which launched TODAY (June 1st, 2021). Designed to bring Nahmias’ signature California style to London, the collection will be showcased in Harrods’ flagship store with a pop-up installation.
Known for its effortless and elevated style rooted in California aesthetics, Nahmias mixes surf and skate-inspired athleisure with luxury fabrications and elevated fits. The brand draws inspiration from designer Doni Nahmias’ upbringing in Santa Barbara, California – a period of time that feels like a dream – with each collection merging idealistic fantasy with rich, very real memories.
“When In London” continues the brand’s exploration of these dreamlike memories with references to the Santa Barbara beaches on an overcast day. The collection’s relaxed silhouettes and muted colorways are set against the installation’s all-white backdrop made up of painted white palm trees and white sand. The result is surreal and somewhat of a fantasy, and drives the collection’s story of reminiscing on a time that feels like a dream.
“This capsule and installation is all about taking my California roots and bringing them to London. My favorite place to be is on a Santa Barbara beach on an overcast day – it feels like a dreamstate and always leaves me feeling relaxed and inspired. I wanted to capture this ethereal beach environment and reinterpret it on a luxury level. This project comes full circle for me, it’s a dream come true to partner with Harrods on this capsule and showcase it in London.” – Doni Nahmias
Key pieces from the “When In London” capsule include cargo pants with silk contrasts, custom Italian silk shirting, and a range of graphic t-shirts and hoodies complete with “When In London” motifs and made from French Terry sourced from an artisan mill in Japan. The capsule also features new and exclusive colorways inspired by a beach sunset on a cloudy day, with muted, neutral tones complemented by pastel pink.
“The launch of Nahmias in Harrods introduced not only a new and interesting collection to our customers, but a view into a refreshing new lifestyle. The launch of the pop-up, and collaborating with the brand on the Harrods exclusive collection, has been an exciting process. The collection itself is quintessentially L.A, with relaxed silhouettes, beautiful colourways and bold graphics, resulting in a versatile and unique collection that I know the Harrods menswear customers will love, and after a year of minimal travel, the pop-up promises to provide a sense of escapism to the dreamy beaches of California.” – Simon Longland, Head of Menswear at Harrods
The Nahmias “When In London” capsule collection is available now exclusively at Harrods.
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