Callaway Apparel is showcasing its new Spring/Summer 2024 Collection for women offering modern, authentic-to-golf styling with off-the-course crossover fashion appeal.
The SS24 print and design direction has been influenced by combining natural and artificial motifs to create beautiful eye-catching statements. Butterflies, flowers, birds, and textures have been used as inspiration and converted to bold and striking visual patterns on each garment.
Geometrics are updated with playful, overlapping shape-effects, while florals have a refreshing appeal of abstract form or the use of Callaway Chev logo detailing.
For SS24, Callaway Apparel continues to expand its popular dress offering by updating classic styles with the addition of Chev trademark seams and details, as well as new print options.
A new fabric update also debuts in the Sun Protection category with the introduction of an all-new nylon/elastane texture with cooling properties, which is ultrasoft to the touch. Updated bottoms have also been added to the SS24 range, including a new perforated Chev Logo Skort and a new asymmetrical Colour Block Skort. A new, super-lightweight, four-way stretch pull-on trouser has also been introduced.
Delivered to retail in three drops, the first delivery has a calming effect, thanks to the inclusion of soft pastels colours like Party Pink and Pale Iris. The addition of Papaya creates a serene yet upbeat mood within this assortment.
The palette in the second delivery features playful hues like Firelight and Pink Peacock, evoking a sense of joy. The third delivery is confident and impactful and stimulates the senses with use of Vivid Blue, Pink Lemonade, and Yellow Plum, all grounded in Caviar Black and Bright White for a bold contrast.
Helen Willsmer, Brand Director of Callaway Apparel, said: “Our women’s collections continue to go from strength-to-strength at retail and SS24, with its carefully-considered accents and fine detailing, is no exception. It’s a product line rich with bold patterns and strong colour palettes and features a host of leading fabric technologies and innovations within its DNA.”
SS24 Highlights
Two Toned Geo 1/2 Sleeve Zip Polo RRP: £50
Short Sleeve V-Placket Colourblock Top RRP: £45
Geometric Floral Dress RRP: £80
Birdie/Eagle Printed Sun Protection RRP: £65
Sleeveless Dress with Snap Placket RRP: £75
Gradient Wave with Convertible Collar RRP: £45
17in Gradient Wave Flounce Skort RRP: £60
For further information, call 01376 504395 or email golf.europe@pery.com