Every collection tells a story. This one told ten, packaged as a board game. WHO-THO? was the first campaign I conceived for Aristocracy, born out of a creative challenge. How do you showcase the full breadth of a made-to-measure offering, diverse fabrics, contrasting silhouettes, no unifying design motif, whilst keeping it beautiful, distinctly British, and achievable on a lean budget?

The answer came from reversing the usual logic of collection building entirely. Rather than beginning with a silhouette or a colour story, I began with characters. Each look became a distinct individual, with their own history, their own energy, their own reason for being in the room.

Which left one question. What situation could plausibly bring together ten people with absolutely nothing in common? The answer was obvious, and very British. A murder mystery. Ten strangers. An Agatha Christie gathering of the unlikely and the unknowable. The collection formed around them, or perhaps they formed around it. Each character defining their look, each look defining their character.