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In pictures: Hackett London’s new SS23 campaign featuring Jenson Button “on safari”

Tom Bottomley
22 March 2023

Hackett London, owned by global fashion group AWWG, has launched its SS23 campaign once again starring British racing driver and former Formula 1 World Champion, Jenson Button, this time around in a safari themed shoot in South Africa.
Button is photographed wearing some of his favourite pieces from the new season’s collection, including a classic Hackett ‘Velospeed’ jacket and a ‘Safari Check’ jacket with a vintage feel, described as “the perfect companions for an African escapade”.

Olive greens, ecrus and linen fabrics take centre stage in the safari-inspired range, with an emphasis on functionality and elegance across the collection.

The campaign was shot by the fashion and portrait photographer Charlie Gray and conceptualised by the agency Dentsu Creative. A clear narrative emerges from the campaign, a story that shows Button contemplating the landscape, midday outings, tea-time laughs, improvised cricket games and sunset dinners.

The SS23 campaign marks the fourth in collaboration with Button, who did his first Hackett shoot for AW21. Speaking about the latest campaign, Button said: “I can honestly say that it’s the most spectacular photoshoot I’ve ever been a part of.”

Launched on 21 March 2023, the new campaign imagery and videos will continue to roll out across Hackett London channels and selected partners throughout the spring/summer season.

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