Wax London SS25: A Confident Step into the Future

As Wax London approaches its 10th anniversary, the brand marks the occasion with its SS25 collection, Embrace the World—a bold and dynamic offering that encapsulates its journey so far. Drawing inspiration from London’s cultural diversity and the spirit of adventure, Wax delivers a collection that merges effortless tailoring with laid-back charm.

At the heart of the campaign is Love on The Run, a cinematic short film that embodies the youthful restlessness and confidence of the season’s designs. Set against the sweeping landscapes of California, the film follows a couple on a road trip, their wardrobe reflecting the free-spirited energy of exploration and romance.

For SS25, Wax refines its signature aesthetic with an evolved approach to tailoring. Pure linen suits arrive in an array of summer-ready hues—vivid brights and deep, saturated tones—while relaxed-fit jackets with soft shoulders and half-lining enhance versatility. The signature one-button cuff detail injects an understated playfulness into formalwear, ensuring that tailoring remains effortless yet distinctive.

The collection’s colour palette is equally compelling. Daytime pieces lean into serenity with washed indigo, soft seafoam, and earthy sandstone, while the evening edit brings depth through rich, dark tones with peach, mauve, and berry accents.

The Whiting overshirt, a Wax staple, returns in fresh variations—pastel shades, quilted textures, and bold fabrics, making it a perfect transitional piece for cooler summer evenings. Elsewhere, embroidered co-ords, pure linen checks, and striking striped patterns introduce a playful sophistication, while short-sleeve shirts in breezy, statement-making designs round out a wardrobe built for movement and personality.

Founder and Creative Director Tom Holmes reflects on the milestone: “As we enter our 10th year, I feel proud of where we are and the journey we have been on so far. This is our strongest Spring offering to date, and the campaign reflects that. The brand has continued to evolve, and I’m excited about what 2025 has in store.”

The SS25 collection is available online and in Wax London’s Berwick Street, Covent Garden, and Spitalfields stores, with prices ranging from £17 to £550.