Dunhill, the iconic British menswear brand, is redefining its classic narrative with a fresh take on the "Dunhill man." For the spring/summer 2025 collection, the brand revisits its signature styles and creative concepts. The campaign unfolds in multiple episodes, each highlighting different facets of the collection. The first chapter, titled "Town," launched in mid-January, featuring urban formalwear against London's historic backdrop. Creative director Simon Holloway emphasizes both elegance and practicality, using lightweight materials for versatility across seasons. Photographer Luis Alberto Rodriguez captures models in St. James’s, showcasing the brand's commitment to evolving its storytelling while maintaining its core values.
Urban Elegance Redefined
The inaugural episode, "Town," sets the stage for an exploration of sophisticated urban fashion. This segment focuses on upscale formal attire, reflecting the refined lifestyle of the modern gentleman. The campaign highlights the brand's dedication to quality and timeless design, all while adapting to contemporary needs. Models are seen navigating the storied streets of London, embodying the essence of the new "Dunhill man" who seamlessly transitions between work and leisure.
In this chapter, Dunhill showcases its seasonal collection through the lens of photographer Luis Alberto Rodriguez. The visuals emphasize the blend of tradition and innovation, with models Shaun Dewet, Jino Chun, Quentin Demeester, and Stan Taylor walking the historically exclusive streets near Buckingham Palace. The campaign not only celebrates the brand's heritage but also introduces a new era of versatility. Lightweight fabrics and luxurious leathers are featured prominently, ensuring that the garments are suitable for both chilly spring mornings and warmer summer days. Heavy outerwear is also available for particularly frigid times, demonstrating the brand's commitment to practicality without compromising style.
Continued Collaboration and Innovation
Beyond the initial release, Dunhill plans to roll out additional chapters that will delve into various segments of the collection, including casualwear, footwear, and accessories. The brand's collaboration with photographer Luis Alberto Rodriguez continues, reinforcing its strategy of building upon existing narratives while pushing boundaries. Each new installment promises to reveal more about the multifaceted "Dunhill man," ready to face the challenges of the British workday with grace and poise.
The partnership between creative director Simon Holloway and photographer Luis Alberto Rodriguez has evolved over the years, from capturing subjects in ornate British estates to venturing into public spaces. This shift underscores the brand's desire to introduce a new version of the "Dunhill man" to a broader audience. The campaign also features the celebratory Century collection, which honors the company's century-long expertise in leather craftsmanship. Other luxury brands, such as Giorgio Armani, have taken notice of this refined visual approach, signaling a trend towards redefining modern prestige menswear. Through these efforts, Dunhill remains at the forefront of classic yet innovative fashion.
