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Beabadoobee mashes up the best of the 90s aesthetics with Superdry

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The rising musician fronts the label’s AW21 Original & Vintage campaign for a collection that ricochets from collegiate Varsity jackets to punky tartans, with sustainability at its core

In a campaign that recalls snapshots taken behind some 90s high school bleachers where the burnouts hang out, Beabadoobee teams up with Superdry for the brand’s AW21 collection. A spirited homage to classic vintage style with a focus on the sustainable, it’s sure to see you through the colder months.

The British-Filipino musician spellbound us with her debut album, the poetically plain-spoken and diary-like Fake It Flowers, in 2020. Across her output, she’s also highlighted a nostalgia-flecked, DIY aesthetic that owes a lot to the warm colour palette and layering of the 90s and grunge-era sensibilities. Joining forces with Superdry as the new face of the Original & Vintage collection feels like a very natural partnership. Contrasting prints and dappled textures throw it all the way back to the era’s defining fashion moments, atune to both the Americana ethos of the fashion brand and Bea’s artistry. That’s all without compromising on functionality – obviously, a vital component for a performer’s choice of fashion. “Honestly, I dress for comfort. I wear whatever I feel most comfortable in and whatever makes me feel more confident,” she says. “Confidence is key.”

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AW21 at Superdry reflects the endless, thrilling possibilities of cherrypicking from the 90s vibe – there’s collegiate Varsity jackets, cropped tees with hand-drawn graphics, tartan skirts, and jewel-toned jackets. The campaign, in a previous visual soundtracked by Bea’s latest tune “Cologne”, shows the musician in settings that could be directed by Richard Linklater. Bea models the classic Superdry tailored Varsity bomber layered over label-emblazoned heritage tees, while tartan tennis skirts bring her own love of 90s grunge to the forefront. As she says, she takes sonic inspiration from the era’s bands like The Cardigans, and praises aesthetic idols Devon Aoki and Kim Gordon.

“My favourite items from the shoot have to be the Varsity jackets and tartan skirts, I just love them all,” Bea adds. The outerwear is the real star of the show in this highly saturated and hazy campaign – from the Authentic Military Parka to the Everest Bomber and Source Retro Jacket. Layering is made as breezy and fresh as the era liberated its original generation to feel and vibe with.

If you’re wanting to shop sustainably and stylishly too while we face down the brutal weather changes, Superdry is home to the biggest recycled fill outerwear collection on the planet. The AW21 outerwear collection certifies every jacket, and uses low impact and recycled materials, benefiting from a supply chain that has guaranteed the bottles used to create the jacket fill are genuinely recycled from post-consumer waste. That means they’re true recycled materials, rather than material solely intended for clothing manufacturing – which is where myriad of other sustainable-touting brands fall down. In 2020 alone, Superdry has usurped 43.9 million plastic bottles from landfills, incineration, and the ocean. 

Check out the glorious mish-mash of 90s aesthetics and styles in the campaign above, as modelled by Beabadoobee, and shop Superdry’s AW21 Original & Vintage Collection here. The Superdry flagship store is now open at 360 Oxford Street, London.