Hom debuts in London with Jonathan Saunders

By

Florent Gilles

Published
Jun 19, 2013

Men’s underwear brand Hom made its debut at London Collections: Men this week, where it provided the underwear for many shows and was an official sponsor of the event, organized by the British Fashion Council. The Marseille-based brand presented its main and heritage collections at the London Fashion Event as well as a capsule collection created in collaboration with Jonathan Saunders.

The collection was inspired by the London designer’s spring-summer 2014 ready-to-wear collection and features a selection of striped, printed and coloured swim shorts, boxers and socks. The collaboration between Hom and Jonathan Saunders will continue into next autumn. In the past, Hom has created capsule collections with designers Alexis Mabille and Umasan.

“Men’s underwear is in a phase of transformation and people are really starting to look at it differently,” said Régine Weimar, managing director of Hom, which is owned by German group Triumph. So why choose London? “We were won over by the menswear scene here and Jonathan Saunders in particular. In London, the men’s fashion scene is much more dynamic, less romantic than Paris and more adventurous than Milan. Having a show here allows us to introduce the brand to whole new set of buyers.”

France remains Hom’s premier market, followed by Germany and Asia, where the brand is experiencing strong growth. Jonathan Saunders, considered a British fashion hero, will enable the brand to reach out to a more selective and international audience.

In line with the brand’s desire to reach out to new buyers, Hom is taking part in Italian trade show Pitti Uomo and will be present at Premium in Berlin in July.