Inviting viewers backstage at its autumn/winter 2020 show in Paris, Dunhill’s latest campaign, called “The New Wave,” is an exploration of new and established codes and the continued evolution of the brand.
In a series of intimate reportage shots, the new campaign reflects the spirit of seminal London nightspot the Blitz Club, as seen through the lens of British photographer Homer Sykes at the start of the 1980s.
“I am fascinated with The Blitz club, particularly Homer Sykes’ pictures of it. It was a place of freedom and individuality, a mix of cultures: performers, the establishment and art,” said Mark Weston, creative director at Dunhill. “We don’t seem to have that now, that collision. And the collision is important.”
Capturing the energy, detail, and camaraderie of the Dunhill autumn/winter ‘20 show, models Aleksander, Lawrence, Daan, and Paavo represent a more authentic depiction of young men. As cultivated over the past few seasons, the latest collection embraces both the old guard and the avant-garde. Luxurious leather outerwear is layered over tailoring that is both rigorous and sensuous. Pegged trousers, a further nod to the “New Romantic” scene, provide a more relaxed lower half.
Featured prominently within the campaign are the brand’s newest additions to footwear and leather goods. The Axis Runner combines a 1970s aesthetic with elevated detailing, while The Lock Bag takes inspiration from the classic British attaché case.
“The man in this collection is a cross between the preppy and the new wave, the establishment and the anti-establishment – it is not about making purely singular characters,” added Weston. “Instead, it is about taking all those elements and putting them together, reconstructing and recontextualizing.”