Au Jour Le Jour x Colmar

The new collaboration between Au Jour Le Jour and Colmar brings back memories of the not so distant past, with its summer by the British seaside vibe.

Anyone that has spent time on the British seaside knows that it is a pretty dreary affair. Sugary candyfloss, the smell of fish and chips and dreary weather. This collection is none of those things, thankfully. Instead it is cheeky, fun and youthful. 

Depicting a summer by the sea and the promise of young love (all that enthusiasm at the start of those long summer holidays) the collection features patches and pins of crabs, jellyfish and especially cute goldfish on basic T-shirts, sweats and lightweight jackets (in our opinion the standout pieces in the collection). 

The sporty offering plays on fashion’s new obsession with logo mania too, the all-over motif on printed T-shirts and retro tracksuits (another highlight). That sporty and fun feel also comes down the bright block colours and light pastels throughout. 

As rain is a regular feature of UK summers, the collection is considered in its use of fabrics; technical and functional being both water-repellant and windproof. 

Explore further at Colmar.