When I think of Aquascutum as a brand I do not think fashion forward, or avant-garde. I do however think English, classic, and quality. Aquascutum is not a trendy brand, nor does it strive to be, and that is partly why it works, and appeals so well. Aquascutum is one of the oldest British clothing brands still going, it was established in 1851, and they have occupied 100 Regent Street as their flagship store since 1901 – that is quite a heritage! Despite this each season it seems to remain fresh, and ‘au courant’ in a classic manner.
The presentation took place upstairs at Somerset House in a grand chandelier lit room with views of London, and the river Thames. I was greeted with a glass of champagne, my first of many – well it would be rude not to right? Take note, if you want my attention; do greet me with a glass of champagne!
Aquascutum’s creative director Joanna Sykes said the collection was based on British optimism, and one quote (and what a great quote at that!) in particular by Howard Thurman:
Don’t ask what the world needs. Ask what makes you come alive, and go do it because what the world needs is people who have come alive.
- Howard Thurman
The tailoring was sharp, and lean. The outfits as a whole seemed a textual galore from wool, silk to even a spot of mohair. Here are a few photographs I took of the immaculately looking, and dressed models:
I loved the colours – particularly the icy blues, and the muted neutrals. The models were accented with black, and white in moderation. The corresponding tie, and pocket scarf seemed quite a feature.
To me it looked effortlessly cool in a very British casual manner. It also reminded me very much of a Bret Easton Ellis novel, or adapted novel. It was very yuppie in that optimistic, determined, smart, and wealthy way. I thought the sunglasses only added to the look, and reminded me of a scene in the film adaption of Bret Easton Ellis’ novel The Informers:
I also particularly adored a certain tote bag in the SS12 collection, admittedly not the best photograph, but balancing my Mulberry Elkington, a champagne glass, and a camera in a room full of people moving has never been my forte (especially with a 50mm lens on my camera!):
The leather had such a opulent finish to it. They did the bag in both this chocolate brown, and a sleek black – however this colour by far is my favourite. The silver hardware was subtly engraved with the brand name; Aquascutum. It certainly caught my eye!
The clothes were much to my taste. A lot of very classic styles with contemporary twists, from mixing materials to gain an excellent texture combination, or using unexpected colour to make the garments pop. The knitwear was particularly to my liking, and the outerwear pieces were to die for. The clothes were demure without compromising on style, or impact.
Aquascutum has entered modernity without compromising on the brands ideals, or heritage. It remains British tailoring at it’s best, and an essential part of our heritage without foregoing tradition. It isn’t stale; it’s fresh, and classically contemporary. It is a brand that encompasses style with only nods to trends making it only timeless.
Thank you to Aquascutum for the invite, and the MANY glasses of champagne that were consumed…
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