Social + Campaigns
The Theatre of a Train Journey
Aristocracy Spring/Summer 2026
V1 There is something timeless about watching the world pass from a train window — landscapes dissolving into one another like the turning pages of a beloved book. To celebrate the opening of our Manchester showroom, we crafted a campaign film steeped in the whimsy and nostalgia of classic British children's illustration. Each scene a vignette. Each frame a world of its own. Quintessentially, unhurriedly, British.
V2 A new showroom. A journey to mark the occasion. This campaign film takes its cues from the illustrated world of the British children's storybook — vignettes seen through a train window, nostalgic and quietly enchanting. A celebration of craft, imagination, and something unmistakably our own.
Dressy, Dressier, Dressiest
Social Asset
V1 Aristocracy has long been synonymous with occasion wear, so for the first of our social assets I wanted to play with that identity — to stretch it, and ultimately subvert it. The concept builds through a progression of looks, ascending from dressy to dressier to dressiest, before pivoting entirely. Casual, casualer, casualest — a second arc showcasing the more relaxed, made-to-measure side of the brand. The finale speaks for itself. The casualest look of all features our model clutching a prop from the shoot, barely dressed and nervously glancing around before making a swift exit. A visual punchline designed to stop the scroll.
V2 Aristocracy is known for occasion wear — but that's only part of the story. This asset plays with that idea through a simple progression. Dressy, dressier, dressiest. Then a pivot. Casual, casualer, casualest — highlighting the brand's made-to-measure range. The payoff is the casualest look of all: our model, barely dressed, clutching a shoot prop and making a nervous exit. Shareable, unexpected, and very much on brand.
V3 When I started thinking about this asset, Aristocracy's occasion wear was front of mind — it's what the brand is known for. But I wanted to show the full picture. The idea came quickly: a build from dressy to dressier to dressiest, then a complete gear change into casual, casualer, casualest, shining a light on the made-to-measure side of the collection. The topper — and the moment I knew the concept had legs — is the casualest look of all. Our model, almost nude, clutching a prop from the shoot and scampering off looking thoroughly nervous. It's the kind of ending that gets shared.
Dressy, Dressier, Dressiest
Social Asset
V1 Aristocracy has long been synonymous with occasion wear, so for the first of our social assets I wanted to play with that identity — to stretch it, and ultimately subvert it. The concept builds through a progression of looks, ascending from dressy to dressier to dressiest, before pivoting entirely. Casual, casualer, casualest — a second arc showcasing the more relaxed, made-to-measure side of the brand. The finale speaks for itself. The casualest look of all features our model clutching a prop from the shoot, barely dressed and nervously glancing around before making a swift exit. A visual punchline designed to stop the scroll.
V2 Aristocracy is known for occasion wear — but that's only part of the story. This asset plays with that idea through a simple progression. Dressy, dressier, dressiest. Then a pivot. Casual, casualer, casualest — highlighting the brand's made-to-measure range. The payoff is the casualest look of all: our model, barely dressed, clutching a shoot prop and making a nervous exit. Shareable, unexpected, and very much on brand.
V3 When I started thinking about this asset, Aristocracy's occasion wear was front of mind — it's what the brand is known for. But I wanted to show the full picture. The idea came quickly: a build from dressy to dressier to dressiest, then a complete gear change into casual, casualer, casualest, shining a light on the made-to-measure side of the collection. The topper — and the moment I knew the concept had legs — is the casualest look of all. Our model, almost nude, clutching a prop from the shoot and scampering off looking thoroughly nervous. It's the kind of ending that gets shared.
Main Character Energy
Social Asset
V1 There is a certain kind of person who walks into a room and shifts its atmosphere entirely. This asset was built around that feeling. Drawing from the heart of the Aristocracy aesthetic — its most iconic looks, its singular sense of occasion — I wanted to translate the brand's DNA into something that spoke directly to a younger, more socially fluent audience. Main character energy. A phrase that lives in the vernacular of a generation raised on storytelling and self-expression, and one that felt like a natural home for everything Aristocracy embodies. Elegant, modern, and impossible to ignore.
V 2 Elegant. Modern. Instant. This asset was designed to stop the scroll and say something true about the brand in a single frame. Rooted in Aristocracy's core aesthetic and its most recognisable looks, the concept speaks directly to a Gen Z audience through a phrase that needs no explanation. Main character energy. Three words that capture the confidence, presence, and quiet drama that define the brand — and introduce it to a generation ready to wear it.
V3 Aristocracy has a really distinct aesthetic — there's a confidence to it, a presence that I wanted to harness for social. I also wanted to open the brand up to a younger audience, people who live on these platforms and speak their language fluently. The concept came from that space. Main character energy is a phrase that resonates instantly with a Gen Z audience — it's punchy, it's playful, and it captures exactly the feeling of putting on something from this brand. That sense that you're not just dressed. You're the protagonist.
WHO - THO?
Aristocracy Autumn/Winter 2025
V1 Every collection tells a story. This one told ten. WHO — THO? was the first campaign I conceived for Aristocracy, born out of a genuine 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. Where most collections are anchored by a coherent aesthetic vision, this one demanded the opposite. So 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.
And then came the question of the room itself. 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.
V2 WHO — THO? was the first campaign I created for Aristocracy — and the brief was a deliberately difficult one. Launching the brand's made-to-measure offering meant showcasing as wide a range of fabrics and styles as possible, with no coherent design thread linking them. No shared silhouette. No colour story. Just range.
The solution was to lean into the contradiction. Each look became a character. Each character needed a world. And the most British world I could imagine for ten completely mismatched strangers was, of course, a murder mystery. Agatha Christie understood that tension better than anyone — throw the unlikely together and see what unravels.
The collection followed. Distinct, diverse, and held together by nothing more than a good story.
V3 WHO — THO? was the first campaign I ever conceived for Aristocracy, and in many ways it set the tone for everything that followed. The brief was simple but genuinely tricky — we needed to launch the made-to-measure side of the brand, showcase as many different fabrics and suit styles as possible, move quickly, and do it all on a small budget.
Normally when you design a collection, you start with a silhouette, a colour palette, a mood. A visual world that ties everything together. Here, I wanted to do the exact opposite — to celebrate difference and show the sheer range of what the brand could do. Which meant I needed a different kind of thread to hold it all together.
So I started thinking of each look as its own character. And once I had characters, I needed a reason to put them in the same room. That's when it clicked — a murder mystery. Ten strangers, all walks of life, thrown together in very Agatha Christie fashion. Suddenly the diversity wasn't a problem to solve. It was the whole point. Each character informed their look, and each look informed their character. The collection practically wrote itself.