Hush Clothing has just unveiled a cool new look for AW23 and here's what Red editors are buying
Hush is celebrating its 20th anniversary this year and, to mark its big birthday, this week it's unveiling a whole new look.
Not only has the design team been working hard at Hush HQ to dream up new take on the brand's DNA, there's also a new logo and website design, plus cool campaign images, to boot. The brand has even gone and done a Bottega on us and deleted all of their previous imagery on social media – talk about a fresh start.
The Aussie label (adopted by London: founder Mandy Watkins moved here in 2003) has been going from strength to strength since its inception, growing from niche brand to household name in the past decade. Hush actually started its life as an e-tailer, trailblazing at a time when physical stores reigned supreme and even ASOS was in its infancy.
We've been pouring over the new collection at the launch; feeling every cosy jumper, trying on all the tailored coats and eyeing every spangly new party piece ahead party season. It's safe to say we are impressed. Hush 2.0 is both directional and timeless, and aspirational but wearable – basically, this new look won't alienate any of the OG customers who first flocked to the brand for elevated basics and loungewear, but it certainly will capture a few new hearts.
We think this new direction will definitely expand Hush's customer base, helping the label dip into younger markets. Founder Mandy Watkins agrees:
"I’m obviously proud of how far we’ve come over the past 20 years, but I’m even more excited about the future and the chance to introduce new generations of women to Hush’s easy style and easy-going approach to life. I’ve always believed that looking good is an intrinsic part of feeling good (and vice-versa), and our new identity captures this spirit perfectly.”
The beautiful campaign imagery for this latest drop is worth a look, even if you're not buying anything. True to the brand's roots, these elegant images were shot by both Derek Henderson in Sydney and Esther Theaker in London. They depict fresh-faced models of all ages with pared back hair and makeup looks, which gives the collection a relaxed, approachable charm.
The star of the show in this lookbook has to the black double-breasted coat, which is bang on trend for this season, but we spotted so many other gems worth mentioning at the launch.
For everyday looks, the denim separates, as well as the grey wool jumper and ribbed-knit maxi dress are a must. The outerwear is also to die for – from the sleek black looks to the cerulean cocoon coat and houndstooth style.
And Hush has really upped its partywear game for Autumn/Winter: choose from slinky satin separates, diamante-dusted mesh tops, simple slip dresses and standout accessories like metallic knee-highs and cowboy boots. We also noticed that fashion editors were flocking to the gold and silver plissé skirts that nod to Gucci's cult style from then-Creative Director Alessandro Michelle's first collection in 2015.
Browse the full collection on the Hush site, or choose from our favourite bits below:
Don't sleep on this new drop, Hush has been known to sell out of popular items quickly. And once it's gone, it's gone!
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