LOVE IS IN THE AIR: Aquascutum is spreading a little love this season. The British luxury brand has tapped the London-based photographer Tim Walker, who’s known for his whimsical images, to shoot 12 kissing couples for the label’s spring campaign. In one shot the female models are clad in a rainbow of the label’s lightweight AquaMac coats, embracing male models wearing sharply tailored Aquascutum suits, while in another the women wear spring looks from Aquascutum Collection — all in various shades of blue — while the men wear blue AquaMacs.
“This partnership reinforces our Britishness and Tim’s imagery develops beautifully a new take on the story of intrigue and passion introduced in the last few seasons’ campaigns,” said Kim Winser, Aquascutum’s president and chief executive.
The campaign take a quirky turn from the previous three seasons’ ads, in which Gisele Bündchen and Jamie Dornan were featured as a glam couple shot in various locations. The new campaign will break in the March issues of W, V and Esquire in the U.S. and British Vogue, Harper’s Bazaar, Vanity Fair, GQ and Esquire in the U.K.
And the feel-good campaign follows some positive sales performance for the brand over the past year. A spokeswoman for the label said sales at Aquascutum’s own stores had risen 12 percent in the 2008 fiscal year, compared to 2007, while sales at the label’s concession in Harrods rose 18 percent over the year. Aquascutum’s men’s wear business in Bloomingdale’s has been 30 percent above budget over the last year, the company said, while Christmas trading at its own stores was up 31 percent in the four weeks up to Christmas, compared to the same period last year.
— Nina Jones