Dunhill has released its spring/summer 2021 ad campaign, “A Machine For Living.”
The campaign features the British luxury brand’s new global brand ambassador, Yang Yang, for the first time. Focusing on conventions old and new, celebrated both in London’s architecture and clothing; there is a respect for tradition and subversion, construction and deconstruction, old guard and avant-garde in that very British way.
“It’s not simply about deconstruction, but construction; it’s about the joy of making clothes and the emotional investment in them,” said Mark Weston, creative director at Dunhill. “These things felt particularly resonant at this time. Fundamentally, there is a notion of utility and elegance – it’s almost a new view of workwear.”
Captured by Raffaele Cariou the campaign highlight’s the brand’s tailoring collection, which showcases the internal architecture of a suit on the outside of the garments. “Our collections are about building on sound principles – not smoke and mirrors. Ultimately, the clothes have a sharper focus,” added Weston. “And that is what we hope the documentation of the film and campaign also captures.”