THE GAME CHANGER
In a bid to introduce a fresh perspective to a brand steeped in history and tradition, Brit label Dunhill appointed Mark Weston as its new creative director in May. As the former senior vice-president of menswear at Burberry, he was among the team of designers spearheading the brand’s resurgence in recent times. His mission at Dunhill is to steer its creative direction towards a more contemporary aesthetic. “What I want for Dunhill is to be relevant. To make great clothing, for our times. To be British, but with an international outlook,” says Weston.
In his first showing for the brand for Spring/ Summer 2018, he gave a clear indication of his vision to update the brand’s aesthetic.
Contemporary revisions of classic pieces that garnered praise among the press included relaxed overcoats tailored to be worn more casually, reversible bombers featuring boating stripes on one side and synthetic khaki on the other, and knitted merino blousons for the ( young) gentleman about town.
Together with smart sneakers, utilitarian yet stylish backpacks, and a general loosening up in styling that will appeal to this generation’s technopreneurs, it is safe to say that Weston has already succeeded in refreshing the look of the brand, while still upholding its ethos of quality craftsmanship.