London Collections Men: Private White V.C. SS17


Private White V.C. may be a brand that takes its inspiration from one of the most famous men involved in British WWII history, but it’s also one that caters for the modern man, marrying vintage-inspired design with contemporary style.

This was evident in the Private White V.C. SS17 collection, which was inspired by the stylish modern traveller. Presented at the brand’s Duke Street store, the basement was transformed into a makeshift airport departure lounge, complete with uncomfortable metal benches for the models to lounge upon.
This was a collection for the man who likes to look his best while travelling – think tailoring and loafers rather than sweatpants and trainers – harking back to a time when flying was glamorous and elegant, and not just a way to get from A to B.
Models wore light chinos with waistcoats and shirts, trilbies and relaxed suits. It was casual though, rather than formal, with rolled-up shirt sleeves, t-shirts worn with suits and slightly cropped trousers adding those casual details that made the collection wearable rather than too ‘done’.




Words and images by Georgia Leitch

Sarah Atkinson

Sarah Atkinson

Writer and expert