Wax London has unveiled its Spring/Summer 2025 collection, titled Embrace the World. As the brand approaches its 10th anniversary, this collection reflects on the adventurous spirit that has defined its journey. Inspired by the cultural diversity of London, the collection celebrates the connections, influences, and stories that have shaped Wax’s identity over the years.
To mark the launch, Wax has created Love on The Run, a campaign film that tells a modern-day love story. Drawing inspiration from classic Hollywood films and the movies that influenced their youth, the film follows a couple, Ben and Coral, on a road trip through California’s stunning landscapes. Dressed in the SS25 collection, the characters embody the carefree energy and boldness of young love, capturing the essence of the collection’s adventurous theme.
The SS25 collection is a rich mix of colors and patterns. Daytime looks feature soft, calming tones like washed indigo, seafoam, and sandstone, while evening styles embrace deeper, richer shades with accents of peach, mauve, and berry. This season, Wax introduces its most refined tailoring yet, with pure linen suits in bright summer colors and deep, saturated hues. The jackets have a relaxed fit, soft shoulders, and half-lining, giving them a modern, unstructured feel. A playful touch is added with Wax’s signature one-button cuff, adding character to these timeless pieces.
The collection also brings back Wax’s iconic Whiting overshirts, now in pastel tones, bold quilted designs, and textured fabrics, ideal for cooler summer nights. New additions include embroidered co-ords, striped patterns, and linen checks, blending casual elegance with versatility. For those looking to make a statement, the collection offers bold short-sleeve shirts that add personality and flair to any summer outfit.
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