Jake Love is tapped to be the face of British designer John Smedley's Spring/Summer 2018 campaign.

A wave motif seen at John Smedley's showspace previewed the deluge of that same pattern throughout his SS18 collection of well made tailored fashion with their jaunty pattern.

John Smedley's small presentation offered viewers a chance to see the clothes up close, with models corralled together onto sectioned platforms. There were luxe knits as well as slim pants in wools that seemed to not need belt since the models waists were equally slim. Interestingly, there was nary a coat to be seen, unless one counts a cardigan as a coat but who does?

John Smedley's offerings focused on vibrant colors on relaxed knits. The colors, inspired by nature, often times creating a wonderful gradient effect, from sunset all the way to twilight or bright cerulean hues at water level to dark opaque colors seen at the bottom of the ocean.

John Smedley's SS14 collection was rife with vintage 1950s references from high school physical education outfits to classic English schoolboy uniforms, created to be modern in fit and fabrication, naturally.

John Smedley offered a casual collection for FW13, full of warm layers and a bit of nostalgia, in the form of child-like outfits, like the outfit worn by Harry Goodwins that resembles a child's pyjama set. The collection has a good number of pieces for brisk London days but when the cold comes, we wonder what the John Smedley man would wear to combat the snow and wind.