Jenson Button fronts Hackett London’s new AW21 campaign

British racing driver and former Formula 1 world champion Jenson Button has swapped speed for style as the model for Hackett London’s new AW21 campaign.

Launched under the banner “Embrace the Curves of Life”, Button wears key pieces from the AW21 collection, including a new take on the classic Hackett London parka and the tech ‘Velospeed’ jacket, among other hero pieces.

Inspired by the importance of living each day with boldness, the campaign was shot at Brands Hatch, the race circuit where Button raced during his professional career.

Marcella Wartenbergh, CEO of AWWG, the parent company of Hackett London, which also owns the Pepe Jeans London and Façonnable brands, said: “We’re pleased to announce this new collaboration. Not only is Jenson a fantastic sportsman, he has become an inspiring advisor with impeccable style. Mr. Button illustrates the spirit of the Hackett London man.”

A link to motor racing and fast cars is nothing new for Hackett London, having had a long-standing partnership and collection with Aston Martin, but getting Button on board to model its main collection for AW21 should fast-track the brand back in to the hearts and minds of old Hackett customers, and new.