The Theatre of a Train Journey
Aristocracy Spring/Summer 2026
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 mark the opening of the Manchester showroom, I wanted to create something that felt quietly magical, a campaign film drawn from the illustrated world of the classic British children's storybook. Nostalgic, whimsical, and unmistakably Aristocracy
Dressy, Dressier, Dressiest
Aristocracy has long been synonymous with occasion wear, but that is only part of the story. For the first of our social assets I wanted to play with that identity, stretch it, and ultimately subvert it. The concept builds through a simple progression, ascending from dressy to dressier to dressiest, before pivoting entirely into casual, casualer, casualest, shining a light on the more relaxed made-to-measure side of the brand.
The topper, and the moment I knew the concept had legs, is the casualest look of all. Our model, almost nude, clutching a shoot prop and scampering off looking decidedly coy. A visual punchline designed to stop the scroll.
Main Character Energy
There is a certain kind of person who walks into a room and shifts its atmosphere entirely. This asset was built around that feeling. Rooted in 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. Punchy, playful, and impossible to ignore. That sense that you are not just dressed. You are the protagonist.
WHO - THO?
Aristocracy Autumn/Winter 2025
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. Normally you start with a silhouette, a colour palette, a mood. Here I wanted to do the exact opposite, to celebrate difference and show the sheer range of what the brand could do.
So rather than beginning with an aesthetic vision, 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 style gathering of the unlikely and the unknowable. Suddenly diversity was not a problem to solve. Each character defining their look, each look defining their character.