London, 20th February 2025 – As Wax London approaches its 10th anniversary, the iconic London-based menswear brand proudly presents its SS25 collection, Embrace the World. Reflecting the spirit of adventure that sparked its creation, the collection draws inspiration from the diverse melting pot of cultures in London, celebrating the meaningful connections and stories that have shaped the brand’s journey.
To commemorate this milestone, Wax introduces Love on The Run, the cinematic hero film of the SS25 campaign. This modern love story, inspired by Hollywood classics, follows a couple, Ben and Coral, as they embark on a road trip through California’s stunning landscapes. Dressed in pieces from the SS25 collection, the characters embody the fearless confidence and adventurous spirit of young love, perfectly capturing the essence of the collection.
A Vibrant Palette of Colour and Culture
Wax London’s SS25 collection offers a vibrant celebration of colour and patterns, with a palette that effortlessly balances serene tones with bold contrasts. Daytime looks feature soft shades of washed indigo, seafoam green, and earthy sandstone, while the evening pieces embrace darker hues accented by peach, mauve, and berry tones.
The collection debuts the brand’s most refined tailoring to date, featuring pure linen suits in vivid summer brights and deep, saturated shades. Relaxed-fit jackets with soft shoulders and half-lining create a contemporary, unstructured feel. Wax’s signature one-button cuff adds playful character to this timeless formalwear piece, enhancing its charm and appeal.
Signature Pieces and New Styles
Iconic Whiting overshirts make a return in the SS25 collection, reinterpreted in fresh pastel shades, bold quilted designs, and textured fabrics—perfect for those cooler summer evenings. New additions include embroidered co-ordinating sets, striking striped patterns, and pure linen checks, blending casual elegance with versatile charm. The collection also introduces eye-catching short-sleeve shirts, offering breezy, bold options for the modern adventurer.
Looking Forward to the Future
“As we enter our 10th year, I feel incredibly proud of how far we’ve come and the journey we’ve shared,” says Tom Holmes, Founder and Creative Director. “Wax has grown so much since its inception—we’ve built an amazing team, and none of this would have been possible without them. This is our strongest Spring collection to date, and the campaign truly reflects that. I’m excited to see what 2025 holds for us and for our community.”
About Wax London
Founded in 2015, Wax London is a brand committed to creating clothes with character. With a dedication to sourcing unique fabrics, weaves, textures, and patterns from sustainable mills and partners, Wax’s ethos lies in crafting pieces that are both timeless and adventurous. Drawing inspiration from their travels and British heritage, Wax’s designs create wardrobes that are made to be worn again and again, offering modern adventurers pieces that stand the test of time.
Stay tuned for the full SS25 collection drop and a closer look at the decade-long journey of Wax London.
