Fashion brand Superdry has launched a new men’s collection for Autumn/Winter 2015 in collaboration with actor Idris Elba. The range will launch at the company’s flagship store on Regent Street today. The Golden Globe winning actor best known for TV series’ The Wire and Luther as well as the movie Mandela: Long Walk to Freedom. He will be at the store to reveal the designs in person, following which he will take over Superdry’s Instagram account with behind the scenes content and photographs. Kat Jameson, Superdry’s head of marketing communications, said: "There has been substantial investment in both the collaboration with Idris and the promotion behind it.
"To ensure the campaign is executed in the best way possible, we have pulled in each department to partake in the holistic approach, including team members from our SEO, e-commerce, retail and social media divisions. Ensuring that social media is at the heart of a multi-channel campaign is integral to its success."
