Institchu is the latest suiting label to introduce a more casualised collection, as consumers shift towards a casual wardrobe.
The made-to-measure suiting brand has launched its AW 21 collection, Lay of The Land, with a range of casual options for men and women.
The launch follows similar moves made by Hugo Boss, M.J. Bale and Ginger & Smart, who have all introduced casualised collections, following 2020's comfort dressing trend.
"Casual woollen gilets, bomber jackets and Harrington jackets are central to this campaign," co-founder Robin McGowan said.
"They’re all perfect utility garments, made from the highest quality materials, to pack on a weekend away. They’re warm, waterproof and very wearable, over jeans, chinos and suiting, which also makes them very versatile pieces," he said.
The campaign was shot at luxury NSW Estate, Sweven, which embodies the character of the new pieces, co-founder James Wakefield added.
"For our AW 2021 collection, we wanted a site that celebrates the Australian landscape—the warm bush, the natural light and the surrounding tree-house style property at Sweven all embody the character of our latest campaign and the collection.
"This Collection is about rugged practicality, layering and fluidity, a form of tailoring that’s intended to be worn each day and lived in, not purely reserved for work or special occasions," he said.
Institchu's Lay of The Land collection is available now and retails for between $89 and $1408.
The venture complements the brand's range of custom-made suiting for men and women.
Pictured among the gallery is our publisher, who trialed the service to create via Institchu's hybrid in-person and digital fitting.
The brand enables customers to design custom, made-to-measure garments via hundreds of customisable fabric, trimming and embellishment options.
With a live fitting in store and options selected digitally, the trial saw a full suit arrive from offshore in under five weeks.