Autumn has arrived, and Hackett London is starting the season strong. Not only has the British tailoring brand unveiled its new season campaign, but also a whole visual identity. Inspired by founder Jeremy Hackett’s lifelong motto “Keep it simple," Hackett has streamlined its logo, giving it a more elegant, minimalist aesthetic. Transforming the typography of its name to a contemporary Sans Serif, the brand has simplified its main icon (bowler and umbrellas), in a move intended to align it with the latest graphic trends. Of this new typography, Hackett London says it was "inspired by the contemporary simplicity of elegant men."
Speaking of elegant men, the brand has also revealed its Autumn/Winter '22 advertising campaign starring a well-dressed man who's no stranger to a bit of streamlining: British racing driver and Formula 1 World Champion, Jenson Button.
Conceptualised by the creative agency Comunica+A, and shot by British fashion and portrait photographer Charlie Gray, the Autumn/Winter '22 Campaign embraces the brand’s British heritage and showcases seasonal items with its signature sense of sophistication. The collection also harkens back to its London roots in its colour palette and sartorial expertise. Comfort, versatility and quality are a priority for this season, emphasising the need to adapt to a modern urban life.
In the campaign, Button is featured wearing key items from the collection, such as permeable Velospeed jackets, versatile blazers and turtleneck pullovers. A beige, orange and dark blue colour palette results in versatile pieces with a timeless sense of elegance. The brand’s interpretation of modern tailoring styles is reflected in its premium wool fabrics such as tweed and merino, the perfect layering options for a suitably cosy-yet-refined winter look.
See the full campaign below in the gallery.
