Sam Salter fronts the latest Essentials Collection campaign, which brings premium TENCEL Lyocell, understated design and a playful South London attitude into focus
With a new Grey Melange colorway, CDLP gives its Essentials Collection a fresh take on one of underwear’s most enduring shades. The characteristic marled finish has historically been difficult to achieve in premium TENCEL Lyocell due to the complexity of the dyeing process. After years of material development, CDLP has successfully introduced the shade across its underwear, tank tops, T-shirts and socks for the first time.
BLeading the campaign is British performer Sam Salter, whose playful energy brings an urban edge to the collection. Set in a South London laundromat, the series was photographed and filmed by Christian Larson, CDLP’s creative director and co-founder. Against the everyday backdrop of wash day, the campaign turns a familiar chore into an irreverent study of personal style.
Salter runs through the rituals of laundry day before slipping into the collection’s Grey Melange boxer briefs and ribbed tank top. The laundromat setting lends the campaign an intimate, unpolished quality, while the styling keeps CDLP’s signature sense of refinement firmly in focus.
Grey Melange also reinforces the brand’s approach to everyday essentials, where considered design and premium materials elevate even the most familiar wardrobe staples. Paired with Salter’s natural charisma, the understated shade takes on a distinctly contemporary attitude.
