Ben Sherman gets Tinie to front AW22 advertising campaign

By

Nigel TAYLOR

Published
Aug 26, 2022

Quite a signing for Ben Shermans. The UK fashion brand will now have rap and grime artist Tinie (previously Tinie Tempah) as its brand ambassador and face for its new AW22 advertising campaign. And to expand its music association, the campaign will be part of its Global Artist Foundry platform that supports music talent.

To promote the expansive collection, the accompanying AW22 campaign will see Tinie headline both the Ben Sherman Signature and B by Ben Sherman collections. He also features in a short film, wearing items such as the brand’s “reinvented” rugby polo knit in boiled wool from the B by Ben Sherman range and the fishtail parka from the Signature line.

The new collection “combines archival British sportswear details with modern streetwear styling”. Highlights include that rugby shirt, winter towelling sweats and boiled washed merino wool cardigans. Vertical stripes are a key staple and feature in modern polos, with supporting relaxed fit shirts in bold autumnal brushed checks.

Also included is a ‘The Spectator Heritage’ sports capsule, featuring nods to 60s retro-inspired sportswear, with vertical stripes and new colour blocking techniques. ‘Ivy League Heritage’ also features Tattersall checks, house tartans and premium brushed autumn shirting.

Meanwhile, the ‘Brighton’ Oxford shirt makes a comeback, described as “the crown jewel in the world of Oxfords, a shirt Ben Sherman himself would have been proud to wear”.

Additionally, Ben Sherman is introducing a new contemporary edit of relaxed tailored separates for the new season, which can be mixed and matched for the “return to dressing sharp”.

Tim Reid, Executive Vice-President of Fashion and Lifestyle at Ben Sherman owner Marquee Brands, said: “Tinie is a true style icon and has credibility across music, art and fashion, which is synonymous with Ben Sherman’s brand DNA.

“Every season we elevate and innovate with premium collections, we are excited to continue collaborating with inspiring talent who push boundaries and are the best at what they do. Seeing this new Ben Sherman collection styled through Tinie’s lens has been great.”

Tinie added: “Ben Sherman has always been a staple in British culture. It was great to get the call to front the AW22 menswear campaign. It was great to reconnect with a brand that made such an impression on me coming up.”