Heritage British brand Belstaff has announced actor James Norton as its new brand ambassador and “creative collaborator”.
The new AW20 campaign sees the rising star, best known for roles in the British television series Happy Valley, Grantchester, War & Peace and McMafia, shot by photographer Blair Getz Mezibov on the Jurassic Coast in Dorset.
It’s the start of a new journey between the actor and brand that will build through seasons to come.
The upcoming campaign will be released in five parts with campaign stills and video, with Norton appearing in a selection of Belstaff’s ‘built for life’ iconic pieces, including the ‘New Milford’ coat, ‘Westlake’ and ‘Dennison’ shearling jackets and the iconic waxed cotton ‘Trialmaster’.
Following Norton’s appearance on Belstaff’s “The Road Less Travelled” podcast series, the brand clearly believed his quintessential Britishness would be a natural fit to take on this new role.
Norton said: “I am proud to wear Belstaff. It is a classic British brand with a great heritage. I have owned a Trialmaster jacket for years and I love it – it’s like a second skin. I love all the scratches and marks on the jacket that document your own adventures.
“Having had the chance to have a peek at the Belstaff archive, I saw a ton of incredible designs, each timeless in their own way, and I look forward to celebrating these classic designs in our future collaborations.”
The partnership will continue into Spring 2021 with the release of limited-edition jackets, co-designed by Norton and Belstaff’s creative director, Sean Lehnhardt-Moore, who commented: “We have a long history of outfitting adventurous individuals, and James is a natural fit for us.
“He’s driven in his pursuit of excellence, always ready to explore and unafraid of striking out in new directions. Working with him is a pleasure, and we look forward to his future with Belstaff.”
All product featured in the AW20 campaign are now available to buy online, in global Belstaff stores and with select partners.