Wax London’s spring-summer 2025 campaign captures the restless energy of the open road, where love and adventure blur into one. Titled “Love on the Run” and directed by Fred Page, the cinematic narrative unfolds against the sunlit highways and neon-drenched nights of California, a fitting backdrop for a collection rooted in freedom, movement, and effortless style.
Wax London Spring/Summer 2025 Campaign
The new Wax London collection thrives on contrasts—soft pastels meet deep, moody hues, tailoring comes together with laid-back textures, and nostalgia fuses with modern craftsmanship. The Whiting overshirt returns, this time in sun-faded tones and rich textures, a versatile staple for breezy days and cool evenings.
The Otto overshirt reinvents lightweight layering with quilted detailing. Meanwhile, patterns dominate, from embroidered CO-ORD with playful florals to striped linen shirts that channel vintage ease.
Relaxed-fit linen suits in warm terracotta and deep indigo bring a nonchalant elegance, softened with unstructured shoulders and airy half-lining. Elsewhere, bold plaids—seen in warm ochre, burnt orange, and seafoam blue—add a nostalgic punch to everyday dressing.
Every piece is designed with movement in mind, whether it’s a short-sleeve shirt catching the desert breeze or a well-worn overshirt layered over a crisp tank. Altogether, Wax London refines its signature craftsmanship with intricate embroidery, textured fabrics, and modern tailoring—clothing made for those who chase the unknown and dress like they belong wherever they land.
