Dunhill campaign highlights London heritage

By

Sandra Halliday

Published
Mar 18, 2022

Richemont’s Dunhill is making the most of its British – and specifically Mayfair, London – heritage as it launches its new SS22 campaign.

The images were captured in Mayfair by photographer Jack Webb for a campaign dubbed Perspectives, and are meant to capture the momentum of life in the city, in this case in a slightly retro black and white.

The company said that British menswear codes and the tailoring traditions of the label have been explored again, "but with a new clarity". It has "subverted" notions of executive style and the City of London with "new era icons like the half-wrapped jacket and split hem trouser paired with technical outerwear”.

That makes good commercial sense given the widely discussed move away from formality in menswear and the need to tweak traditional pieces for a consumer who’s much more open to (and even demanding) change post-pandemic.

The company also has a heavy focus on its leather goods with signature bags, trousers and the Compendium Mac, which it says is the latest evolution of its multifunctional outerwear concept.

Creative Director Mark Weston said: “As a British house born in Mayfair, we've always had a unique perspective on London, of its archetypes and iconography; it's something I love to examine and explore. We value tradition, taking inspiration from our archive whilst considering the needs of today's man – with craft and innovation at the heart of everything we do.”