Inspired by the nostalgic charm of the great British seaside, we present to you SS24 // Don't Be Bait. Capturing both the playful and picturesque, explore a quintessentially, coastal-inspired High Summer capsule edit.

On a Sunny thursday afternoon, the Farah team headed down to Margate Beach to capture the seaside inspired collection in all it’s glory. Known for it’s long sandy stretch, Margate was the ideal location to capture that British charm, with a mandatory fish and chips to break up the day.

This collection sees an array of pastel shades, inclusive of Powder Pink, Arctic Blue, Balsam and Chalk, all key colour stories characterised by sun bleached scenes, while timeless hues of True Navy, White and Ecru are tributes to a traditional nautical aesthetic.

For SS24, we’ve gone back to highlighting the basics to make those everyday pieces the very best they can be. Timeless, breathable and long lasting, everything you need for a summer capsule wardrobe
— Chris O’Brien, Farah Creative Director

Capturing that cheeky Fish ‘n’ Chips seaside spirit, signature pieces in the collection include illustrated graphic t-shirts, made from 100% organic cotton and designed with playful slogans on both the front and reverse.

Seasonal textures elevate off-duty layers including a loop-back twill weave on regular fit sweatshirts, as seen on our Weah 1/2 Zip.

Signature Farah Oxford shirts, inclusive of the iconic Brewer Shirt, are refreshed with muted candy-stripes and fresh seasonal tones.

Seersucker short sleeve shirts and coordinating shorts offer summer-ready, lightweight and breathable layers.

Photography: Jos McGookin @jos.mcgookin
Videography: James Cox ⁠@blackdotsvideo⁠
Styling & Art Direction: Karlmond Tang ⁠@karlmond⁠
Hair & Makeup: Charlie Cullen @charlieculleneducation⁠
Model: Brock Webb⁠

Full collection, available to shop online now.

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