Can you tell us more about your new project with Fortnum & Mason?
The project set about to capture the rich heritage or Fortnum’s whilst also conveying the ‘feeling’ of a British picnic and it was wonderful to create such a lively and fun tartan that does this. Fortnum & Mason are synonymous with British luxury, so to have the opportunity to capture their rich heritage in tartan for the first time has been an incredible privilege and I was honored to be considered for this project.
Collaboratively, the project has provided so much; to work with such a creatively open team who have embraced my knowledge and expertise has not only been rewarding for me, but it has also achieved exquisite results that showcase what a tartan can enable a brand to do. I believe we have created the perfect marriage between Fortnum’s history and their future, they are such a dynamic brand and telling this story has been a creatively fulfilling process. To see the reviews and hear people say how wonderful it is to see such a bright and bold design, unlike the standard blankets on the market, has been so rewarding.
What processes do you have to go through to create a brand-new tartan?
The design process is very collaborative, it always starts with a consultation to not only discover key elements of the brand but importantly how they would like to utilize the tartan design. During this consultation we will discuss topics such as momentous occasions, important qualities, and the wider brand history, to name a few and this will be further supported by my own research. From this consultation I will present designs to the brand for feedback and the design will develop from here.
How did the collaboration come about?
The initial introduction came through The Fife Arms as I was heavily involved in the project having designed their tweed and tartan. I was introduced to Fortnum’s during a dinner at the hotel before being interviewed for Brands of Tomorrow, so it has been a wonderful to see it through during my time at Walpole and as a former BoT.
What were your experiences of being on the Brands of Tomorrow programme?
It has been an incredibly supportive experience and I feel very grateful to have been a part of the programme, and indeed to be part of the wider Walpole community now. The membership is of incredible value; the advice and willingness of mentors, and other members, to help me has been greatly appreciated. To know that you have luxury experts wanting to see you succeed, and helping you make decisions to achieve this, was not only reassuring but it also gave me confidence.
What’s next for you and the business?
The business has an exciting year ahead. We have a new launch, and a brand first, to be announced later in the year which is thrilling. We are lso moving to an incredible new studio in the new year that will not only support our growth but also provide a wealth of opportunities for us.
The first in its 314-year history, iconic British retailer Fortnum & Mason collaborates with award winning textile designer, Araminta Campbell on its first brand tartan.
Home to joy-giving gifts, extraordinary food and unforgettable experiences, Fortnum & Mason debuts its new brand tartan, the first in its 314-year history. Crafted in Scotland and designed by Araminta Campbell – the luxury Scottish textile designer renowned for perfectly capturing stories and turning them into timeless design – the brand tartan celebrates both Fortnum’s history and future.
The tartan arrives in time for summer, and picnic season – and takes the form of a beautiful 100% brushed lambswool picnic rug. Starting at the very beginning, the tartan depicts founders William Fortnum & Hugh Mason at the centre of the design in the double checks in Eau de Nil, Fortnum’s signature blue-green colour. The foundation of Fortnum’s enterprise was the resale of candle wax from the Royal household, which the design picks out in a bright flame yellow.
Fortnum’s rooftop beehives are noted in the pale yellow tramlines, while six threads account for the hives’ locations across London and another four for those atop the Piccadilly flagship. The deep red colour echoes the luxurious carpets Fortnum’s stores are known for, while the outer red check of 12 threads represents the service Fortnum & Mason has provided to 12 Royal Monarchs, including HRH The Queen Elizabeth II.
Whilst the inspiration very much comes straight out of London, the Fortnum’s tartan is Scottish made. With great pride for Scottish textiles, the lambswool picnic blankets were mill woven in a family run, artisan mill, helping to sustain Scotland’s famous textile traditions.
In a world where heritage is ever more important to consumers and brands alike, the need to tell stories never been greater, and Araminta Campbell has woven Fortnum’s illustrious history into every colour and thread.
Araminta Campbell, founder and Creative Director said “Fortnum & Mason are synonymous with British luxury, so to have the opportunity to capture their rich heritage in tartan for the first time has been an incredible privilege.”
Jo Newton, Head of Buying, Hampers, Fashion Beauty & Home at Fortnum & Mason said: ‘We are so excited to launch Fortnum’s first tartan in our 314-year history in partnership with Araminta Campbell. From our Royal service through 12 monarchs to our rooftop beehives, Araminta has brilliantly woven our unique story into all its colours and threads, and created a contemporary yet timeless tartan – and a truly distinctive picnic rug.’
