Braun and SS Daley LFW collaboration explores grooming, fashion, culture

British luxury menswear brand SS Daley and grooming products maker Braun and have teamed up for a London Fashion Week collaboration.

The “innovative” partnership explores the relationship between grooming, fashion, and culture, “culminating in a runway show encapsulating themes of masculinity and self-expression that will define the AW23 season trends”.

Braun has “co-conceptualised and created” key grooming styles, inspired by its ambassador, professional footballer and “self-confessed style maverick” Dominic Calvert-Lewin, to complete Daley’s runway collection.

Daley said: “Fashion and grooming are intrinsically linked, and my work with Braun is a real celebration of that. This collaboration was inspired by themes of design heritage and identity against the background of the contemporary man. Together we really wanted to present a modern vision for grooming that shows its importance in bringing together a full look.”

Such collaborations with deep-pocketed, instantly-recognisable big-name brands can be hugely important for younger designer labels such as SS Daley and offer an extra avenue of publicity during fashion weeks.

For Braun, such a link-up also associates it with one of the most interesting emerging names in British fashion with an undeniable ‘cool’ halo effect.

By joining forces with Daley, Braun is in the orbit of the winner last year’s LVMH Prize for Young Designers, whose clothes have been worn by fashion’s favourite music star Harry Styles.