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By Tony Connelly, Sports Marketing Reporter

November 25, 2015 | 2 min read

Superdry is preparing to launch its new premium men’s collection in collaboration with Idris Elba and it plans to do so using a bold social media strategy that will implement a 24 hour hiatus in an attempt to build suspense.

The British fashion brand is set to unveil its Idris Elba + Superdry Menswear Collection for Autumn Winter 2015 at an open event at its flagship Regent Street store this Thursday (26 November).

The Golden Globe winning actor will be at the store to reveal the designs himself which he collaborated on with Superdry’s fashion designers. To mark the build-up to the launch Superdry have released a teaser video showing glimpses of the 43 year-old wearing the collection while discussing his love of fashion and decision to partner with the brand.

Following the silence Elba will take over the brand’s Instagram account with exclusive behind the scenes content and imagery shot by critically acclaimed fashion photographer Rankin.

Kat Jameson, head of marcom at Superdry described the social media campaign for the collection as “integral to its success.”

"There has been substantial investment in both the collaboration with Idris and the promotion behind it,” said Jameson.

She added: “To ensure the campaign is executed in the best way possible, we have pulled in each department to partake in the holistic approach, including team members from our SEO, e-commerce, retail and social media divisions.”

Throughout the launch, competitions and giveaways will also be held online to encourage fans and customers to get involved in the campaign.

Superdry Idris Elba

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