Dunhill, the renowned British luxury brand owned by Richemont, is paying homage to its London roots with the launch of its SS22 campaign, titled Perspectives. Shot in the iconic Mayfair district by acclaimed photographer Jack Webb, the campaign aims to capture the vibrant energy of city life, evoking a sense of nostalgia through its striking black and white visuals.
The focus of the campaign is on celebrating British menswear codes and Dunhill’s rich tailoring traditions, but with a contemporary twist. The brand has reimagined traditional executive style and the classic City of London look by incorporating modern elements such as the half-wrapped jacket and split hem trousers, which are paired with technical outerwear. This approach reflects the changing preferences of post-pandemic consumers who are looking for versatile and adaptable clothing options.
Apart from its clothing line, Dunhill places a strong emphasis on its leather goods. Iconic bags, trousers, and the newest iteration of the brand’s multifunctional outerwear concept, the Compendium Mac, take center stage in the campaign, showcasing Dunhill’s expertise in craftsmanship and design.
Mark Weston, the Creative Director of Dunhill, expressed his fascination with exploring the archetypes and iconography of London. He emphasized the brand’s dedication to both tradition and innovation, drawing inspiration from its extensive archive while catering to the needs of the modern man.
This campaign not only showcases Dunhill’s mastery of design and craftsmanship but also reinforces its position as an inherently British brand deeply rooted in the heart of Mayfair. By embracing its heritage and infusing it with contemporary elements, the brand appeals to consumers who appreciate the harmonious blend of classic elegance and modern sensibilities.
With its new SS22 campaign, Dunhill solidifies its status as a leading luxury brand that stays true to its heritage while embracing the ever-evolving demands of the fashion industry.
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