You Must Create – SS18

Wish You Were Here! 

Playing with the nostalgia of beachside summer holidays, the YMC SS18 collection ‘Wish Your Were Here’ takes us back to the simpler times. For this season’s lookbook, we look to iconic photographers Martin Parr and Roger Minnick for cues from their documentation of seaside holidays. Set across his hometown of Athens, Greece, we commission photographer Chris Kontos to capture a new interpretation of the high season in the Greek capital.

Opting for influences ranging from binocular-clad dads to feminine shapes of the ‘60s, the SS18 line-up uses a range of modernised style and carefully considered details. Mexican folk art and safari themed patterns play a key role, while light Italian linen blends and British waxed cotton find themselves at home amongst this season’s varied cuts and shapes. Taking care of the colourways are ice cream pastels including soft pinks and greens contrasted by classic navy tones and ecru options.

Feature pieces include a selection of Italian linen candy stripe zip shirts, oversized cropped peg trousers and a range of understated Japanese selvedge denim accessories (see striped totes and bucket hat options). Handmade suede desert boots sit alongside a re-imagined boat shoe model that opts for a sturdy synthetic sole for a new aesthetic.