Conveying DAKS’s pioneering, innovative history through movement and music, our new brand video tells a story represented by a team of highly talented musicians and dancers coming together to create a dramatic performance. The video was filmed in the Royal Welsh College of Music and Drama in Cardiff which is set in lush green woodland. Close up shots of the linear wood patterns of the exterior mirror the DAKS signature House Check. DAKS’s brand values are expressed through music and performance, focusing on the key elements of sustainability and longevity – “Garments that out-perform”, and “Notes on finer dressing”.
The Video also makes reference to the DAKS heritage and focus on innovation, with a nod to the original invention of the 1930’s DAKS top trouser and strapline “Comfort in Action.” Set to Vivaldi’s Four Seasons Spring concerto, the movement is inspired by the pioneering imagery of photographers such as Gjion Mili and Marko Rantanen, which perfectly captures the dynamism DAKS is renowned for. DAKS garments are classic pieces… to last a lifetime