DAKS AW22 Campaign: Coming Home

For AW22, DAKS is exploring the story of a young British couple coming home. ComingHome is a tale of a couple that inherit a home in Richmond upon Thames. Inspired by the architecture, impressive open spaces and a community of eclectic and well-known faces. The collection is inspired by areas and places of interest in the South West London area - Petersham, Marble Hill and Richmond. The story follows the findings of the couple as they discover the treasure the past has preserved, as they breathe new life into their homewhich was bursting with passed down timeless DAKS garments. The story is a journey through the house and its rich history and tapestry, as well as discovering their surrounding environments, creating a life and 'coming home' to their new familiar ground. 

DAKS AW22 Campaign: Coming Home

The Petersham element of the collection is inspired by  the plant nursery and elegant greenhouse restaurant Petersham Nurseries, a rich environment to influence the couple’s own garden. The harvest of the garden is reflected in the prints and motifs throughout the DAKS AW22 collection. Inspired from the florals, gusts of leaves and the colours and shapes of the produce.The pieces are lightweight and informal designed for layering. Shorter length chore jackets and cosy washed chino’s are key across the range. 

Marble Hill is an area situated over Richmond bridge. With its copious winding streets, Marble Hill  is a grand 18th century Georgian masterpiece. Picture the couple taking time relaxing here and taking interior inspiration from the colours and grandness to apply to their own. Refined paisley designs found in this grand interior become an ideal reference for the new season prints. As the season moves into colder times, loftier surface fabrics, heavier gauge knits in lambswool and brushed back peached sweats create a wardrobe of comfort and warmth against the British elements. 

Richmond, with its unique restaurants and hidden narrow cobbled streets filled  with antiquities, is perfect for finding Christmas gifts and decorations. Richmond Park, the largest Royal Park in London lies at the north of the town offering dramatic ever changing landscapes. The Park is home to wild Deer, Kestrels and Owls and some of the oldest Oak trees in London. The coldest of seasons calls for the most protection with heavy checked overcoats and technical outerwear. Chunky fair isle knitwear adds an element of country nostalgia in bold yarns. Prints evoke movement and are quintessentially British, inspired by the DAKS archive to be compliment to the season. 

The collection marries together the heritage of DAKS, whilst being inspired by the surrounding of interiors to create a fresh look with a strong foundation.