Mar 22, 2023
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Hackett SS23 campaign goes on safari with Jenson Button

Mar 22, 2023

High-end menswear label Hackett has launched its SS23 campaign fronted by brand ambassador Jenson Button. The British label and the British F1 driver have been pictured in a safari setting with him “contemplating the landscape”, enjoying “midday outings, teatime laughs, improvised cricket games and sunset dinners”.


The latest collection that he’s wearing includes a classic Hackett Velospeed and a Safari Check jacket with a vintage feel. Olive greens, ecrus and linen fabrics take centre stage for the season.

He wears “impeccable styles that emphasise modernity, quality and functionality, catering to the untameable sense of adventure found in every man,” we're told.

The campaign continues the “Our Twist” concept from its previous campaign with Button — who’s fronted Hackett’s campaigns for several seasons — saying “it’s the most spectacular photoshoot I’ve ever been a part of”. 

It was shot by fashion and portrait photographer Charlie Gray and conceptualised by agency Dentsu Creative, with the scenery intended to evoke “a sense of awe, adventure and escape that can only be found in the animal kingdom”. 

The contrast of that scenery with the collection also aims to “showcase the brand’s universality and adaptability to any occasion”.

The campaign imagery and videos have just launched and will continue to roll out across Hackett London channels and selected partners throughout the season.

Hackett has been bouncing back in recent periods and brand owner AWWG — which also owns Pepe Jeans and Façonnable — has said it expects its financial year (ending this month) to conclude with 20% sales growth at €585 million.

That’s been helped by the label’s store opening programme recently. Late last year it opened in Battersea Power Station in London and also in Barcelona’s Paseo de Gracia. A flagship will also open on London’s New Bond Street this year.

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