Originally founded in 1894 by Simeon Simpson and holding Royal Warrants granted from three members of the Royal Family, tailoring label DAKS has long been associated with traditional British style. However, the brand was keen to reposition itself with a more global and contemporary edge. Our task? To showcase their transition with an impactful advertising campaign.
We commissioned a global campaign by leading New York based fashion photographer Tom Munro, which exposed DAKS’s obvious shift towards more relaxed, yet luxurious, tailoring. Maintaining the signature check as a recognition factor, and without taking away from the brand’s existing values of quality and reliability, we ensured this new feel was paramount across all mediums both in the UK and abroad.
Above and below the line