Aquascutum SS2017 Advertising Campaign pays homage to its own heritage 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.
Shot by photographer Ash Reynolds, who shoots Aquascutum for the third season running. This season the campaign is set in ‘Salon 1851’, a location dreamt up for the SS17 London Fashion Week presentation the brand held at One Belgravia in September last year, where models were draped over a luxurious and louche Helmut Newton-inspired set up, on plush sofas and decadent furniture. The backdrop for the campaign was built by set designer Thomas Bird who has worked for the likes of Dover Street Market, Dazed & Confused and British Vogue in building beautiful environments for fashion shoots. The giant paper flowers link to the Noboyushi Araki inspired prints featured on the womenswear garments.