John Smedley has launched its latest Icons campaign ‘Exceptional Since 1784’, celebrating the brand’s history as the oldest producer of “exceptional quality knitwear.” It does this by “exploring the idea of icons across heritage silhouettes and the personal style of those wearing them.”
The 13 styles featured in the campaign include the Rockford Eco Cashmere Jacket, the Finchley Sea Island Cotton Polo, alongside the Hawley Extra Fine Merino Wool Roll Neck and more. Each lightweight knit is “balanced by sharp tailoring and proportions that reimagine the classic knitwear through a modern lens, reinforcing a sense of longevity and sophistication.”
We’re told the simplicity of the imagery “conveys a calm confidence, mirroring John Smedley’s design philosophy: considered silhouettes, paired with exceptional materials and craftsmanship. The black and white imagery evokes timelessness, allowing each classic knit to exist outside of seasonal influence.”
John Smedley chief executive Jess McGuire-Dudley, said: “James Anastasi brought a beautifully disciplined photographic eye to the project, while Luke Day’s styling introduced a modern elegance through proportion and restraint. Together, we focused on creating portraits that felt almost cinematic in their simplicity. The references were rooted in classic portrait photography and timeless menswear imagery, but interpreted in a clean, contemporary way.”
Knitwear from the campaign is available to shop at the brand’s two London boutiques and online at the brand’s newly redesigned website.
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