British tailor, Hawes & Curtis, has rolled a campaign to support the debut of its upcoming summer collections. Heritage-led, the branding push launches digitally on 8 April 2016 and a week later in stores.
The creative strategy is inspired by the marque’s rich heritage and long history. It also pays homage to an original advertisement released in 1931 via Punch Almanack. The visual featured the tagline: “Hosiers, Shirtmakers and Tailors to the Best Dressed Men in the World.”
Since the first store was opened by Ralph Hawes and George Frederick Curtis in 1931, the company has served both royalty and Hollywood stars. Premium Hawes & Curtis clients have included the Duke of Windsor, Lord Mountbatten, Cary Grant, and Fred Astaire. True to its promise, the brand has been dressing the best for 103 years.
Set in a country estate at the Luton Hoo Hotel, the push depicts the quintessential British summer and lifestyle. Primary themes include a grand manor house and vast manicured gardens. The effort features three main collections. Each clothing line showcases Hawes & Curtis’ extensive ranges, providing complete looks for a variety of occasions.
The new season launches with the Formal range. The suits from the collection feature a timeless colour palette as well as signature Jermyn street shirts. The Weekend line rolls out next to coincide with the holidays. It boasts classics like garment-dyed chinos, Oxford shirts, and suede moccasins. For the summer, the bold Curtis collection will take centre stage.
“Last year, we embarked on a journey to communicate our heritage, product craftsmanship, and innovation. In our 2016 campaign, we have three clearly defined looks. They provide our customers with the complete summer wardrobe,” said Touker Suleyman, Chief Executive Officer of Hawes & Curtis.