The architecture of clothing and accessories, together with the cityscape of London are at the heart of Dunhill’s Spring Summer 2021 Campaign.
“It’s not simply about deconstruction, but construction; it’s about the joy of making clothes and the emotional investment in them. These things felt particularly resonant at this time. Fundamentally, there is a notion of utility and elegance – it’s almost a new view of workwear.” Mark Weston, Creative Director at Dunhill.
The architecture of clothing and accessories, together with the cityscape of London are at the heart of Dunhill’s Spring Summer 2021 Campaign. A romantic view of the world of work is invoked, while parallels are drawn between London’s architecture and its tailoring traditions; each stratified, abstracted and explored.
Conventions old and new are celebrated, both in architecture and clothing; there is a respect for tradition and subversion, construction and deconstruction, old guard and avant-garde in that very British way. Utilising documentation, reportage and collage, the campaign reflects the stratification of history found in the clothes as well as in the city itself.
Tailoring is recontextualised, its internal architecture celebrated on the outside, used as a focus rather than an aside. This, in turn, is reflected in a number of London’s iconic and iconoclastic buildings, here captured by the Magnum photographers Peter Marlow and Chris Steele Perkins. It’s a landscape of work, memory and motivation, made somewhat wistful over this past year, yet this collection and campaign are a celebration and herald of its return.
“Our collections are about building on sound principles – not smoke and mirrors. Ultimately, the clothes have a sharper focus. And that is what we hope the documentation of the film and campaign also captures.” Mark Weston, Creative Director at Dunhill.
For the first time, Dunhill’s latest Global Ambassador Yang Yang features in the campaign. Regarded for his talent and success, Yang Yang exudes a quiet sophistication and integrity that sets him apart – reflecting the spirit and values of the House today.
