Hackett redesigns logo and releases AW22 campaign
Hackett London has announced the launch of its autumn/winter 2022 campaign, which features a continued collaboration with British Formula 1 World Champion, Jenson Button.
In synergy with this campaign launch, the British brand has also launched a new graphic identity, presenting a new logo inspired by the "contemporary simplicity of elegant men".
Inspired by founder Jeremy Hackett’s lifelong motto “Keep it simple," Hackett reclaims the twist of its British identity. The new Hackett logo captures the essence of a brand that is looking towards the future for inspiration, without losing sight of its heritage or history.
Transforming the typography of its name to a contemporary Sans Serif, the brand has simplified its main icon (bowler and umbrellas), to adjust its graphic image to the latest trends.
For its AW 2022 collection, Hackett delivers its usual selection of garments with a twist. Featuring pieces that are simultaneously unpredictable and unique, this collection shows a different side to the brand that does not lose sight of its British heritage and DNA.
Conceptualised by the creative agency Comunica+A, and shot by British fashion and portrait photographer Charlie Gray, the campaign embraces the brand’s British heritage and showcases seasonal items with its signature sense of sophistication.
The campaign, featuring Button enjoying autumn nature and the countryside lifestyle, harkens back to its London roots in its colour palette and sartorial expertise. Comfort, versatility and quality are a priority for this season, emphasising the need to adapt to a modern urban life.
Jenson Button is featured wearing key items from the collection, such as permeable Velospeed jackets, versatile blazers and turtleneck pullovers. The brand’s interpretation of modern tailoring styles is also reflected in its premium wool fabrics such as tweed and merino.
