Fashion entrepreneur Pip Edwards is starring in Superdry’s Mother’s Day campaign “Mum Knows Best” alongside her son, Justice.
This marks the first time the pair have been photographed together.
Edwards is the co-founder of P.E Nation, a brand she has since stepped away from but still retains a directorship and a substantial shareholding with. Since then, she moved over to streetwear brand Ksubi to manage its creative direction from September 2024, but left that role earlier this year.
Between all that, Edwards has jumped into other various projects, including taking part in a Missoni shoot at the Crown Sydney.
Justice, 20, recently moved to the United States to begin college and comes from a family deeply connected to fashion. His father, Dan Single, co-founded the Australian streetwear label Ksubi.
“Justice has grown up around creativity and style, but what I love most is how naturally he’s found his own way with it,” Edwards said. “This shoot felt really special – it’s the first time we’ve done something like this together, and it just felt easy. I’m so proud of him.”
In her new project with Superdry, she and Justice collaborate on their individual looks, creating styles from Superdry’s AW26 collection. The campaign was shot by photographer Jake Terrey at a studio location in Sydney.
Superdry’s AW26 collection covers elevated bombers, oversized knits, quilted puffers, relaxed sweats and jeans.
“For me, style has always been about confidence and individuality. Seeing that come through in Justice in his own way is really meaningful. Some things aren’t taught – they just happen.”
Head of Superdry Reg Greissel said the campaign is about the moments shared across generations – “from feeling confident in an outfit you styled to watching those you love embrace their individuality.”
“Pip and Justice brought that to life naturally, and the AW26 collection reflects that same effortless versatility,” Greissel said.
Superdry’s “Mum Knows Best” campaign will roll out across PR, social and digital with the AW26 collection available to shop in stores nationally and online from April 23.