Infamous luxury sportswear label Iceberg has always had its finger on the pulse of music, culture, and, of course, style. Working in the past with titanic names such as Andy Warhol, Iggy Pop, and Pamela Anderson, and appearing in hip hop lyrics since the early ‘90s, the brand has remained in the spotlight for most of its 40 plus year history. Instagram stars and cultural influencers being equally as famous today as musicians and the like, Iceberg tapped Luka Sabbat and Sarah Snyder last year to appear in its SS17 campaign. As the brand looks to return to its musical roots, Iceberg’s SS18 campaign stars rapper Vic Mensa and techno DJ Sita Abellan.

Iceberg and its creative director James Long present a collection this season defined by contrasts and contradictions, mixing the femininity with masculinity, casual with luxury, and British attitude with Italian tradition. Bold logos and sporty vibes inspired by Iceberg’s archive elicit ‘80s nostalgia; however, Long reinterprets these essential portions of the brand’s DNA—originally formulated by founding designer Jean- Charles de Castelbajac—through his own unique and contemporary lens.

James Long’s vision results in a fashion-forward but eclectic collection made up heavily of knitwear, trousers, biker and logo jackets, destroyed denim, and rainbow Lurex. It features relaxed and comfortable fits with asymmetrical cuts and lightweight fabrics. Iceberg uses a vast range of materials including studded satin, viscose, duchesse, crêpe de chine, cotton yarns, poplin, nylon, jersey, mesh, and soft leather. The color palette is heavy on the whites, red, and navy blues, while touches of green, stripes, and geometric patterns feature throughout also. An Iceberg collection wouldn’t be complete without cartoon references and here the brand uses the instantly recognisable Mickey Mouse silhouette.

Iconic, ironic, confident, distinctive, unique and playful: 100% Iceberg! Wild clothes for wild people!,” James Long, Creative Director at Iceberg.

With Mensa and Abellan as its stars, the campaign comes to life against the backdrop of Chicago amid its unending roads and suspension bridges. Here, Long’s innovative and experimental ideas shine in a series of streetstyle-esque images.

The collection is available over at iceberg.com, check it out above and then shop via the link below. Stay up to date with all the latest over on Iceberg's Instagram page.

If you need any more convincing, here are 5 reasons you should be wearing luxe Italian streetwear label Iceberg.

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