In its SS25 campaign, BEAMS PLUS puts an eclectic filter on classic prep fashion, offering a playful yet refined wardrobe destined for Summertime getaways.
This season the Japanese label continues to offer its tried and true styles: denim-toned chambray shirting, patchwork outerwear, casual suiting, and pleated trousers. Much like the intergenerational and coed casting of the campaign, the collection proposes a balanced mixture of vintage with contemporary silhouettes and bold patterns with utilitarian workwear details.
The era-agnostic approach to the collection draws from a wide palette of influences expressed in the diverse textiles. Throughout the collection micro-florals and tropical prints appear alongside, stripes, Summery checks and other travel-inspired motifs.
In one look, a pink camp shirt with cargo waist pockets pairs with an antique quilt print appearing on shorts and a matching bucket hat. Elsewhere a brown shirt and shorts set covered in an enlarged check is paired with a blue shirt, printed all-over with multi-directional stripes. The already pattern-decked look is completed with a floral printed cap and brown leather loafers.
Another look leans more streetwear-influenced with crinkled blue and burgundy track pants, which are unexpectedly styled with a yellow checked shirt. The campaign also showcases evergreen looks that can be worn across seasons, including one comprising a tan cargo jacket over a checked shirt with dark brown transformable fishing pants and a camouflage bucket hat.
See the full collection in the gallery above and shop the new items at the BEAMS web store, physical locations and select retailers.
Click here to view full gallery at Hypebeast
