by Stephen Garner

Club Monaco has officially turned 35, and in celebration of its anniversary, the brand has launched a campaign that nods to its roots and explores the modern expression of who Club is today.

As the brand looks forward, the 35th Anniversary Campaign draws the inherent irreverence and dynamic casual coolness of Club Monaco’s campaigns from the late ‘90s and early ‘00s, inspired by the same energy and reinterpreting it in a past-meets-present expression of who Club is today.

Shot by photographer Alessio Boni and featuring models Dara Allen, Bola Edun, Liam Kelly, and Jan Carlos Diaz, the latest campaign celebrates individuality and community. To further commemorate #35YearsofClub, the brand will be sharing additional campaigns from seasons past via Instagram that include a mix of well-known models, celebrities, and photographers in the upcoming weeks.

“The inspiration for the 35th anniversary came from Club Monaco’s early campaigns—there was always such an understated confidence and effortless sensibility to those images,” said Richard Chai, SVP and creative director at Club Monaco. “I wanted to harness that energy in a respectful nod to our past, while also infusing a bit of boldness and joyous spirit to embody the Club Monaco of today.”

In celebration of the campaign, Club Monaco has released an exclusive 35th-anniversary capsule collection that pays homage to the clear, confident pieces the brand was founded on—a collection of classic men’s and women’s styles that have been well worn, well-loved, re-imagined season after season.

“This is an important opportunity for us to showcase Club’s iconic pieces in a meaningful way,” added Chai. “The idea of great essentials with special details that are refined, thoughtfully considered, and designed with intention is innate to Club—it’s what we were founded on—and I’m excited to build on this sentiment as we continue to shape what Club Monaco looks like today and beyond.”

Available on Club Monaco North America stores and, the capsule retails between $39 and $349, and includes modern essentials such as the classic white Oxford to the modern trouser, and will be the very first collection to ingrain sustainable practices and materials such responsible wool, responsible silk, and recycled cashmere.