James Bay launched his first ever clothing collection with the UK’s leading high-street menswear store, Topman. The campaign launched globally and officially in London’s Oxford Circus store on 17th August 2017, with James creating a live window installation. Creating his ‘Wall of Inspiration’ comprising of his own drawings, he invited fans to join in with his artwork.
James Bay’s carefully curated collection consisting of 13 pieces including his embroidery patterned satin bombers and psychedelic graphics, suede and leather moto jackets aim to make fans feel like a proper Rockstar. Having integrated his lyrics as well as his illustrations from his songs, James sought to emphasise the personal nature of his collection, making it meaningful for his fans and for himself.
The collection was first announced in a YouTube video featuring Bay wearing pieces from the collection and was revealed at his exclusive launch party on 8th August at the Ace Hotel, Shoreditch in front of press, models and celebrities to include Sarah Jane-Crawford, Ella Eyre, Oliver Proudlock and Isaac Carew.