British Heritage: Aquascutum

After having an initial briefing, the only thing that stood out to me was this idea of creating an image around British heritage or the quintessentially British, as it something that mid-age women can relate to, and I guess it brings back memories, or is something that is familiar.

This reminded me of a previous module: tailoring, where I had to do a report on British tailoring companies, some of which had a strong British identity. The companies I looked at include Aquascutum, Hackett and Paul Smith.

Aquascutum has a long history with British fashion, it is engrained in its DNA. The company as a whole including its style of clothes, marketing and branding,  has always retained a British aesthetic, but manages to keep it up to date.

For this advertising campaign, Aquascutum has used Pierce Brosnan, who plays a part in the quintessentially British movies, James Bond. The overall image sticks to a British theme, and I like how they have chosen to create a scene that isn't what you would usually picture when you think of British. The whole polished James Bond- suit and tie, English gentleman look is there, and the model wearing a mans shirt and tie. The decor is quite simple, but you can still imagine it to be English. I think they have created a really strong image.

This is from another advertising campaign by Aquascutum and it still feels very British. It creates an image of the clothes being made in the UK and a sense that they are hand made with care and quality. The factory feel, with the rails of clothes, the sewing machine, the seamstress, British!