Scandinavian menswear brand, PREMIUM by JACK & JONES launches its summer 2017 collection.

The season’s tailoring and luxe wardrobe-essentials are supported by a social media and in-store campaign entitled, Go All In. 

This season the brand presents the suit as the versatile summer party staple.

That message is bolstered by an image campaign, shot in Gran Canaria, giving the consumer easy-to-achieve looks for four key occasions: the bachelor, wedding, cocktail and pool party.

Each collection comprises two ranges. The brand’s fashion-formal range is tailoring-centric with minimal lines and a simplified palette.

While its casual range offers Anglo-American inspired casualwear and relaxed tailoring.

Sharp, luxe classics with contemporary edge. The range delivers tailoring and luxe staples for the summer event and vacation season.

Its signature of sharp lines, arrive softened for the season. All sit within a monochrome palette of neutrals and summery shades.

The season also introduces a full range of tailored shorts with on-trend detailing.

Relaxed staples for the well-dressed man. The range revolves around soft tailoring and luxe casuals for the summer getaway.

Its off-duty feel is characterised by textures, melanges, natural lines and a palette of soft, sun faded hues.

The range’s highlight features this season’s biggest fabric trend: a full soft-tailored suit in pure, airy linen.