SEVEN STORE have just published their AW25 editorial, and it’s titled Contemporary Refined.
At first glance, those words might seem like wishy-washy fashion jargon. The kind of thing you’d pull out your arse when you’re trying to blag a job interview you’ve already failed. But if you take a minute to think (and reading their article will help too), that phrase should slowly begin to make sense.
As SEVEN STORE sees it, Contemporary Refined is mixing different genres and styles of clothing. Wearing functional outdoor garb, alongside a wool blazer. Or pairing cotton khakis with GORE-TEX shoes. Combining two things that, by design, are not intended to overlap.
And when you think about it, this concept of Contemporary Refined is getting more and more prevalent. How often do you walk to the corner shop in a hard-shell jacket, joggers and a pair of slides? Three items that are categorically so different, but for that mundane task, make complete sense together.
SEVEN STORE attributes the rise of Contemporary Refined partially to the internet. Prior to the mid-’90s, you could only buy what was in front of you. Whatever brands your local shops had in stock. But when the World Wide Web arrived, this all shifted. Now, anyone with the intelligence to input a WiFi password was able to buy/stock any type of clothing they desired. Brands from all over the globe, with different styles, silhouettes, colours and fits flooded the streets.
While we agree with this partially. We have to pay attention to those who were experimenting with Contemporary Refined, in their own way, long before the internet. You’ve only got to look at images of Northern lads pairing Clarks Desert Boots with Berghaus jackets and Pringle knitwear in the ’80s to understand how long people have been making sense of things that weren’t meant to meet.
But still, it’s hard to downplay the impact the technological age has had on the notion of Contemporary Refined. Not only has it become easier to reach different brands, but it has also become easier to reach the brands that were already experimenting with their own vision of the concept. Brands like C.P. Company & Stone Island, which combine Italian sensibility with some of the maddest fabric treatments known to mankind. Waterproof blazers are an obvious example.
In the editorial, SEVEN STORE also notes how Contemporary Refined is now more fluid than it has ever been. More people are mixing more brands, using different garments to elevate others. Their visuals represent this, with models sporting classics such as Barbour, BEAMS & C.P. Company alongside contemporary favourites such as Our Legacy, YMC & Acne Studios. The styling and looks are absolutely bang on, nothing looks out of place, even if it should do on paper. Down-filled caps work effortlessly with relaxed hoodies and robust Diemme footwear. Baggy denim, insulated gilets, and pinstripe shirts pair seamlessly, even though their intended domains are all so different.
We’re definitely into it, and even if the notion of Contemporary Refined goes over your head, the images provide some top-tier styling inspiration as we descend into the winter months.
You can view the campaign in its entirety here and observe some of our Contemporary Refined pairings below.
