Jul 6, 2021
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Dunhill links with contemporary florist for floral-inspired capsule

Jul 6, 2021

Dunhill has taken an interesting approach for its latest collection launch with its Abstract Florals capsule being supported by a link-up with a florist.


It has partnered with contemporary South London florist Sage, a business that aims to bring "unique floral design to the community in Peckham and beyond". Perhaps what's most surprising here isn't that Dunhill has partnered with a florist but that it has chosen one based not in the West End but in Peckham.

Sage, whose work is a world away from classic floristry, has created two bespoke floral arrangements inspired by the new capsule and the colours and flowers seen across the collection. It will prepare limited edition bunches from a pop-up in the courtyard of Dunhill house in Mayfair. These come with custom wrapping paper and a QR code that will “bring the new collection to life”. The pop-up opens on Wednesday and runs until Saturday.

And the collection itself? That’s part of the AW21 seasonal offer and looks to the opulent damask fabrics that were typically used in English stately homes and in early 20th century couture. The fabrics have been “reimagined” for men’s ready-to-wear and accessories.

The individual pieces celebrate "the art of craft", and are said to "recontextualise British eccentricity for a modern lens". The woven jacquard fabrics are reversible which shows a raw finish and a new "deconstructed aesthetic – the inside becoming the outside”.

The items include knitwear, shirting and jersey with the inverted floral designs printed, woven and embroidered to “create unique pieces with a contemporary feel”. The label said that by using a reverse motif and isolating one area of the design, it has created "an elevated, distorted floral effect”.

As well as RTW, there’s a new slant on an evening essential with a Cummerbund Bag that can be worn around the waist or crossbody. It comes in three variations of the abstract floral jacquard.

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