Hawes & Curtis is famous for its quintessentially British menswear and womenswear ranges. A heritage brand with distinguished past, who’s fine tailoring was the go to for the aristocracy and Hollywood elite.
It may be surprising to read that this prestigious brand, with over 100 years of heritage, was bought by the entrepreneur Touker Suleyman in 2002 for just £1. It was this move that transformed the company into the internationally renowned brand that you see now! Hawes & Curtis now goes from strength to strength and boasts over 20 stores in the UK and a prominent online presence across the globe.
With this in mind we were delighted when we were approached to raise awareness of the Jermyn Street collection across the UK.
The brief was a promotional campaign that would appear in the Telegraph newspaper throughout the UK, to highlight the quality of the Jermyn Street collection of tailored men’s shirts, raise awareness of the desirable heritage of Hawes & Curtis, and to entice online purchases with an exclusive offer.
As would be expected when promoting a luxury product, some beautiful and flawless photography would be needed. Our trusted fashion stylish prepped, propped and styled
over 30 shirts for individual product shots, a selection of group product shots, and countless beautifully styled lifestyle shots that really emphasised the essence of the Hawes & Curtis brand.
These images formed the cornerstone for the campaign, as we began the design and artwork stage. With this campaign heavily focusing around exclusive promotional offers, the leaflet and digital ads would put these at the forefront, drawing in a new customer base who would then be able to explore the full range. Page by page, each product is beautifully featured, with macro photography which highlights the quality and textures of the shirts.
The thing we loved most about working on this campaign, was spending time in the studio, really making sure that every shot was perfect. Working with stylist/photographer, Billy Bye, really helped us to understand the way that fabrics hang and flow, getting every fold in the right place and producing the most natural and dramatic images.