S.S. Daley’s Florence Debut Revives The Brand’s Menswear Heritage
British designer brand S.S. Daley is set to revisit its menswear origins with a much-anticipated show for its Fall 2024 collection at the historic Palazzo Vecchio in Florence. Scheduled for Thursday at 5 p.m., the show will be staged in the Salone dei Cinquecento, or “Hall of the Five Hundred,” a Renaissance chamber known for its opulent frescoes and sculptures. This event marks the brand’s participation in the 105th edition of Pitti Uomo, a renowned international menswear trade show.
Steven Stokey-Daley, the brand’s founder and creative director, views this showcase as an opportunity to present S.S. Daley’s designs to a broader, more global audience, especially after the brand transitioned from the women’s sales calendar to men’s last season. The collection, solely focusing on menswear, features 30 looks, with no women’s pieces included in the runway presentation for now.
The brand’s first Italian-made shoe range and a significant portion of its tailoring crafted in Italy will be among the new introductions. The collection also includes knitwear with Portuguese motifs, alongside Italian tailoring and British-made crochet. The designs draw inspiration from Florence’s beauty, blending British sensibilities with the city’s cultural richness.
Stokey-Daley’s journey with S.S. Daley has been marked by memorable showcases, including performances and readings at London Fashion Week. With the brand’s evolution, Stokey-Daley aims for longevity and presence in the realm of British heritage fashion. Despite the challenging market conditions, S.S. Daley has managed to maintain all its major accounts and plans to showcase during Paris Men’s Fashion Week after Pitti.
The brand’s journey, from dressing Harry Styles in 2020 to winning the LVMH Prize for Young Designers in 2022, signals a significant evolution. Francesca Tacconi of Pitti Immagine commends Stokey-Daley’s ability to reinterpret British fashion heritage with playful irony and a commitment to sustainability.
As S.S. Daley prepares for its debut in Florence, the brand not only celebrates its menswear roots but also looks ahead to a future of innovative design and enduring presence in the fashion world.
