Aquascutum AW2016/17 Ad Campaign
Founded in 1851, Aquascutum’s heritage is rooted in the excellence of British tailoring and to this day delivers a stylish and luxurious elegance. Not always realised, the words ‘Aqua Scutum’ in Latin translate to ‘Water Shield’; for tailor and founder of the brand John Emary was the person responsible for pioneering the first waterproof wool fabric, then used from 1914 to make the functional trench coats for officers in the First World War.
The new AW2016 Campaign is shot by up-and-coming photographer Ash Reynolds, who regularly works with Luxury brands and editorial clients between London, Paris and New York. With his in-depth technical knowledge coupled with his eye for detail and love of film and fashion, he has developed a style of strength and elegance that is clearly defined through his use of light and his minimal aesthetic. The focus of the campaign is two-fold. This year the brand celebrates its 165th birthday, and 40 years of the iconic club check. One male and two female models wear the collection in the new images for the season, against an abstract and linear backdrop of angular cylindrical tubes, inspired by the original club check pattern the brand has championed for almost half a century.