What initially began as a project for friends and family has since seen Hannah Weiland present twice on schedule at London Fashion Week, link up with Net a Porter, Poplin and Sophia Webster, and provide the faux fur armour for much of London’s style led contingent.
“Unexpected but a really nice surprise,” as Weiland referred to the overnight success last year (here), similarly unexpected, given the label’s youth, is a Pre Spring debut. Unlike Shrimps' contemporaries however – Marques ‘ Almeida has also come up with a pre collection for the first time – the new line is introduced in place of SS16.
Referencing both Henry Darger’s ‘The Vivian Girls’ and the colours noted in the Brazilian ‘Retratos Pintados’ series, the 17 looks adopt predominant ice cream shades while daisies and mermaids provide the key motifs, appearing within faux fur jackets and embroidered onto accessories. Weiland’s detachment from the former continues with the use of denims, lurex knits and crochet.
Shot by long time Shrimps collaborator Oliver Hadlee Pearch and styled by Victoria Young, the accompanying look book (above) dictates a shift in the label’s aesthetic; shot outdoors on Hampstead Heath, the series is a brighter affair than previous imagery. The same radience endures, but the result is refreshed for the new model.
Ready, set, swoon.