British menswear label Dunhill is doubling down on its signature styles.
For spring/summer 2025, the brand is revisiting previous creative concepts, showcasing its knack for classicism across the multiple bite-sized campaign drops. The first episode, centered on upscale urban formalwear, launched across print, digital and social media in mid-January.
Man about town
Titled “Town,” the inaugural entry in the series, showcases items from the seasonal collection across London's stone-draped, ornate cityscape.
Each drop from the initiative will display a different facet of the clothing selection; the maison is staying tight-lipped on the number of chapters that will see releases over the coming weeks. Dunhill states that the spring/summer marketing endeavor’s narrative will continuously evolve over time, much like its fall/winter 2024 advertisements (see story).
Dunhill presents its spring/summer 2025 assemblage
The campaign seeks to update the idea of the “Dunhill man” from a multifaceted figure with an aspirational lifestyle to a first-class gentleman who is ready for all the trials and tribulations of the British workday.
In still imagery, the maison captures models Shaun Dewet, Jino Chun, Quentin Demeester and Stan Taylor on historically exclusive streets in the famous St. James’s area of the city, just steps away from Buckingham Palace.
Creative director Simon Holloway looks to showcase not only the high-end, sartorial look of the seasonal collection but also the everyday utility the apparel holds during the springtime and early summer. To achieve this, the designer utilized lightweight cloth and luxurious leathers, crafting garments suitable for cold, wet spring mornings and warmer summer days.
For especially frigid times, the maison created a selection of heavy outerwear. Image courtesy of Dunhill/Luis Alberto Rodriguez
The spring/summer collection is available now in-store and on Duhill’s website.
Further chapters of the release will showcase the other portions of the selection, including casualwear, footwear and various accessories.
Continued collaboration
To shoot the episodic release, the maison enlisted Dominican-American photographer Luis Alberto Rodriguez.
Mr. Rodriguez has worked with Dunhill on multiple occasions over the past several years, with the most recent being for fall/winter 2024. His sustained involvement speaks to the initiative’s goals of doubling down on existing narratives and taking said storylines into new directions.
The spring/summer campaign also features looks at the celebratory Century collection, which focuses on the company’s 100 years of leather craft expertise. Image courtesy of Dunhill/Luis Alberto Rodriguez
Prior collaborations between Mr. Holloway and Mr. Rodriguez have seen the duo show restraint in their chosen still settings, choosing to capture their subjects on sets, specifically ornate British estates. Now, the partners take their talents to the streets, venturing into public spaces to introduce the next version of “Dunhill man.”
Other luxury labels are taking notice of the refined visuals, with Italian fashion house Giorgio Armani tapping the photographer to helm the lens of its “That's so Armani” campaign, which harped on similar notes of maintaining high-end classicism while simultaneously redefining modern prestige menswear (see story).
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