The spring summer collection from DAKS is inspired by the theme of 'The British Menu'. 

DAKS' 'menu' is carefully broken down into three delectable stories celebrating the tradition of British dining and what we wear to each dining experience. This campaign explores this theme in one pleasant day, creating interchangeable looks, with pieces that can be styled throughout your day, perfect for all of life’s moments. 

Starting the day, naturally, with the full English, this is a moment for relaxation and this is reflected in the pieces. Colours are light with vibrant highlight colours, with pattern and prints telling the story of British eclecticism. Dressed in considered layers, such as modern trench coats, smart jersey pieces, perfect cotton trousers, overshirts and printed dresses. 

Cut to afternoon tea, the most important meal of the day if you ask us... Dressed smartly with a relaxed edge. This theme has inspired the colour palette for SS23, delicate yet stoic, reflecting a traditional tea set. Patterns and prints reflect the nature and inspiration from the porcelain. Key pieces include unstructured tailoring, updated tea dresses, fine patterned knitwear, unlined blousons, floral pattern dresses and archive knitwear.

Winding down the day with a sunset picnic, a scene which is set so well in DAKS' SS23 campaign imagery. Colours are brighter, warmer, and more intense to reflect the perfect sunset. Patterns and prints tell the story of the vibrant array of the picnic. Key garments are lighter, effortless, such as field shirts, light dresses, archive skirts, linen overshirts, fine honeycomb jersey and archive shorts.