{"id":229614,"date":"2023-03-22T09:00:50","date_gmt":"2023-03-22T09:00:50","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=229614"},"modified":"2023-03-22T17:40:25","modified_gmt":"2023-03-22T17:40:25","slug":"in-pictures-hackett-londons-new-ss23-campaign-featuring-jenson-button-on-safari","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/in-pictures-hackett-londons-new-ss23-campaign-featuring-jenson-button-on-safari\/","title":{"rendered":"In pictures: Hackett London\u2019s new SS23 campaign featuring Jenson Button \u201con safari\u201d"},"content":{"rendered":"

Hackett London<\/a><\/span>, 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.<\/strong>
\nButton is photographed wearing some of his favourite pieces from the new season\u2019s collection, including a classic Hackett \u2018Velospeed\u2019 jacket and a \u2018Safari Check\u2019 jacket with a vintage feel, described as \u201cthe perfect companions for an African escapade\u201d.<\/p>\n

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

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.<\/p>\n

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: \u201cI can honestly say that it\u2019s the most spectacular photoshoot I\u2019ve ever been a part of.\u201d<\/p>\n\n\t\t