Man about London town: Oliver Proudlock

Designer and Made in Chelsea star Oliver Proudlock talks us through his week, including an Adidas launch and a juice cleanse test run
Oliver Proudlock2 November 2018

Look of the week:

Cap - Serge DeNimes

Sunglasses - Calvin Klein

Earrings - Serge DeNimes

Shirt – Superdry

Watch – Rotary

Shorts – Superdry

Shoes - Adidas ZX Flux Camo Print

Brand of the week: This week I visited Superdry in Regent Street. It was my first experience of the store and I was very impressed with the shop fit as well as the very helpful shop assistants.

I am currently obsessed with orange and camo, and to my surprise they had plenty of it. Previously I have been a bit sceptical of the name, mainly because of its heavy branding. However, they do have more subtle pieces, some of which I couldn't help but purchase. I have always loved their leather jackets and I found an awesome navy blue one downstairs in the newly renovated premium section. A lot of the Spring/Summer collection is now in store too and the colour palette is classic with a bright pop.

They are also focusing on more of an emphasis on tailoring, premium materials and dramatic detailing. As well as this, the men’s denim has been overhauled with new washes, silhouettes and styles. I found a couple of pairs of jeans, which were a great fit. As well as this as you can see from my look of the week I found some awesome yellow shorts and a denim shirt.

Product of the week: Although they have only been around for a few weeks, the Adidas ZX Flux originals have already expanded their range. It is without doubt the best range of shoes to have come from Adidas to date, both for the aesthetic style and extreme comfort, and also for the innovative, forward thinking designs. Following the release of the ZX Flux range, Foot Locker have stepped up and are now stocking an exclusive range of four colourways, released by Adidas. This small range is very much based on trend but you wouldn’t expect anything less from Foot Locker. It is, nevertheless, a collection that will illuminate your wardrobe.

Event of the week: This week I visited the first UK store launch of the company Piquardo. Piquardo is an innovative Italian leather house, specialising in business and travel items, with over 100 stores worldwide. Set over two floors, the beautifully modern shop features bespoke interiors designed by Karim Azzabi. The basic concept that inspired Azzabi is the idea of a cocoon defining a unique and original exhibition format, in which the elements that make up the internal structure are bands that line the walls like ribs. They also act as display elements. The night was a huge success and as an avid luggage fan I found a very cool electric blue leather bag that teamed up as a rucksack. Drinks were flowing, as well as some delicious canapés, and it was really nice to see Amber Le Bon on the decks, setting the vibes.

Song of the week: Kanye West ft. Pharrell Williams - Number 1. This is an old tune, but a collaboration from two of my favourite artists and perfect for the summer months ahead.

Magic moment: Meeting up with director Robin Boyd to go over the script for our collaboration between SKIN (his production company) and Serge DeNimes, to promote our AW14 collection. We met up earlier on in the year, and started conversations about doing a short film, as opposed to a trailer, featuring clothes from my brand. Since then Robin has gone off and written some script teasers. Having read these and seen some of his previous work, I am super excited about working with him on a short film for our Autumn/ Winter collection. The idea of the SKIN/Serge DeNimes collaboration is to convey the current and versatile aspects of the Serge DeNimes lifestyle, and project it in a cinematic way that breaks away from the cliches of fashion film.

New discovery: This week I have tried my first ever juice cleanse. I have always been quite sceptical of these detoxes, as I often feel that the drastic change to one’s diet could have negative effects. However, having tried Imbibery Juice Cleanse I can say that it has done the exact opposite and has left me feeling clean and energised. I decided to do three days and they delivered the six juices, that you consume per day, in the morning, so that the juices are fresh. I thought that there would be flavours that I wouldn't agree with. However, I ended up loving them all. My two favourites were the Root, which was made up of beet, carrot, apple, lemon and ginger, and the Cashew Milk, which you have before you go to bed. It consists of cashew, h2o, cinnamon, vanilla, Himalayan sea salt and dates. We fill our bodies daily with a lot of processed meats and starchy food and now and then I think it is good for our bodies to give them a break, flush them out and just intake raw natural products. You can either contact them online at Imbibery London or they are stocked at The Box Boutique, Mount Street Deli and Spianata Berkely Square.

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Main picture by Blaow Photography: instagram.com/blaowphotography