The Men’s 2016 Summer collection develops the concept of the great British desert explorer, an intrepid and adventurous figure, motivated by the desire for discovery in the world’s most hot and unforgiving of landscapes.
In keeping with Belstaff’s history as supplier to the British forces, a strong military influence pervades the collection, with more than a nod to the Desert Rats. This is interwoven with other references from Belstaff’s archive and heritage, such as explorers old and new who have worn the brand; namely Lawrence of Arabia in the 1930s, to those of the present day such as Levison Wood (Walking the Nile) with whom Belstaff has worked on a customised explorer jacket for SS16.
Frederik Dyhr, VP Men’s Design: “It’s an exploratory collection that injects technical innovation and contemporary fabrications into Belstaff’s iconic silhouettes, evolving elements of military and heritage gear for a modern Belstaff identity.”
Gavin Haig, CEO explains: “We remain deeply rooted in our moto heritage, but have retuned our brand direction to be inspired by our wider values of daring, adventure and style in motion.
Belstaff opening up Asia, with a third store in Korea and a first in China pegged for September, and entering Japan in early 2016, has also encouraged the creative teams to revisit our Belstaff traditions of innovation - in materials, weights, function - to meet the demands of these climates and realise a Spring Summer collection as desirable as the heavier seasons we’re renowned for.”
For the collection’s presentation, Belstaff has taken over Old Billingsgate Market, an impressive landmark on London’s iconic river Thames with a terrace overlooking Tower Bridge and HMS Belfast to the left, the Shard in front, and London Bridge to the right, in a reaffirmation of the Britishness of the brand, now back on home turf.
Once again referencing Belstaff’s motoring and military heritage, a desert jeep, bike and army tent were deployed to set the scene. Casablanca beer, mint tea and kebabs were served by Momo’s, London's original North African den. Guests were then drawn into the concept and transported into the desert, where the collection was revealed on relevant models.
Special guest, Jack Fox, the latest talent to emerge from the illustrious Fox dynasty, perfectly embodies the spirit of the collection. His most recent film ‘Theeb’ – about a perilous desert journey - has just been released, and he is about to embark on a West End run playing alongside his father James, in a new stage adaptation of ‘Dear Lupin, Letters to a Wayward Son’.
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