London, home of menswear

The Mayor of London has launched a campaign to promote the city’s menswear industry showcasing iconic fashion looks invented in Britain.

The Mayor of London has launched a campaign to promote the city’s menswear industry showcasing iconic fashion looks invented in Britain.

Brogues, tartan and the three piece suit feature in Tube posters advertising London as ‘the home of menswear’. The campaign was launched to coincide with London Collections’ men’s fashion week and aims to highlight the industry’s contribution to the UK economy while helping promote independent labels based in the city, says creative director Tom Lancaster.

Images were shot in and around Smithfield Market and at Beppe’s café in East London by street photographer Jonathan Daniel Pryce. “Our brief was to find a way to communicate the cultural ambition of being ‘the home of menswear’ with making a creative industry story about menswear attractive to real Londoners,” explains Lancaster.

“To do that, we put clothes in everyday settings – on the street, in a café – to make them accessible rather than nice. The overall tone was London shown in a real light, with models that look like real Londoners, but with a premium finish to show clothes in their best light,” he adds.

The campaign builds on a heritage map Lancaster worked on with the British Fashion Council, GQ and the Museum of London in 2013 which identifies ten famous styles invented in Britain and made famous by London designers or public figures: Vivienne Westwood adapted tartan and tweed for the catwalk, the three piece suit was introduced by Charles II in 1666 and brogues, which can be traced back to Scotland and Ireland, were made famous by the Duke of Windsor, who wore them on golf trips.

“With the new campaign, we wanted to tell that story to Londoners in a way that would showcase London’s menswear brands to a broader male shopping audience – not people with a specific interest in the industry already – and give exposure to small and medium businesses that aren’t generally running out of home campaigns on their own. [We also wanted to] stake a claim to being the menswear capital of the world… and show how the creative industries are helping the economy and creating jobs in town,” adds Lancaster.

Posters are supported by a social media competition inviting Londoners to share their postcode’s fashion highlights using the hashtag #londonmenswear, and winners will receive items featured in the campaign.

Creative direction: Tom Lancaster
Design: Vivienne Lang, Glen Birchall, Sergio Fernandez
Photography: Jonathan Daniel Pryce
Copy: Helen Booth

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