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Up-and-coming grime artist Paigey Cakey wrote a new track for Superdry's autumn/winter campaign, in the brand's latest effort to connect with a millennial audience.

"This is the jacket" launches a new men’s and women’s jacket range, and follows a group of young people through various life scenarios, from 3am takeaway to romantic meetings. The ad was created by Ric Blank and Annie Fox at Iris and directed by James Burns through Archers Mark.