Inspirations Behind DAKS 130th Campaign Imagery: 'In New Light'

DAKS London, the renowned British luxury fashion house, is proud to celebrate its impressive 130-year legacy of timeless style and craftsmanship for 2024. Paying homage to the brand's enduring elegance and an exploration of its historical sartorial roots, DAKS has created a second instalment of its elevated capsule collection for AW24. 

The capsule explores iterations of the Geo-Check, utilising elevated styles and fabrics to sit at the pinnacle of DAKS’ collections. The capsule features ten key outfits for menswear and womenswear for Spring Summer ‘24 and Autumn Winter ’24. For Autumn Winter, the collection builds on the depiction of the 'cool’ attitudes of British film and music icons from the late 70s and early 80s, a concept that was first introduced for SS24.

For the AW24 campaign imagery, DAKS has delved further into the inspiration of this British cultural scene. The images are also inspired by DAKS’ own rich advertising archive, which brings into focus the capsule collection “in a new light”.  It captures an effortless elegance with a touch of the unexpected, evoking the candid portraiture of renowned photographers Horst and Terry O'Neill.  Through the use of coordinated backdrops and the subtle use of props with a theatrical sensibility, the campaign pays homage to the collection muses -David Bowie, Bryan Ferry and Charlotte Rampling.  The skilful use of light, inspired by Horst’s photography, uses shadows to emphasise the clothing.