Jenson Button new hobbies: walking dogs, eating cake, playing chess

Hackett London proudly announces the launch of its Autumn-Winter 22 campaign, a continued collaboration with the legendary British racing driver and Formula 1 World Champion, Jenson Button. In synergy with this campaign launch, the iconic British brand launches a new graphic identity with the presentation of a new logo inspired by the contemporary simplicity of elegant men.

The new Hackett logo captures the essence of a brand that is looking towards the future for inspiration, without losing sight of its heritage or history. Inspired by founder Jeremy Hackett’s lifelong motto “Keep it simple,” Hackett reclaims the twist of its British identity. Transforming the typography of its name to a contemporary Sans Serif, the brand has simplified its main icon (bowler and umbrellas), to adjust its graphic image to the latest trends.

For its Autumn-Winter 2022 collection, Hackett delivers its usual selection of quality garments with a twist. Featuring pieces that are simultaneously unpredictable and unique, this collection shows a different side to the brand that does not lose sight of its British heritage and DNA.

Conceptualised by the creative agency Comunica+A, and shot by British fashion and portrait photographer Charlie Gray, the Autumn-Winter 22 Campaign embraces the brand’s British heritage and showcases seasonal items with its signature sense of sophistication. The campaign features Mr. Button enjoying autumn nature and the countryside lifestyle, the collection also harkens back to its London roots in its colour palette and sartorial expertise. Comfort, versatility and quality are a priority for this season, emphasising the need to adapt to a modern urban life.

Jenson Button is featured wearing key items from the collection, such as permeable Velospeed jackets, versatile blazers and turtleneck pullovers. A beige, orange and dark blue colour palette results in versatile pieces with a timeless sense of elegance. The brand’s interpretation of modern tailoring styles is reflected in its premium wool fabrics such as tweed and merino, the perfect layering options for an ideal winter look.

Launching on the 27th of September 2022, campaign imagery and videos will continue to roll out across Hackett London channels and selected partners throughout the season.