Founded in 1894, DAKS is today know for their chic tailoring and colourful checks. This year the brands turns 125 years and to celebrate this important milestone they have created a special ‘125 anniversary check’ which filters through their Autumn Winter collection. With the check being deeply rooted in the house’s history, Ciinderella Balthazar and I payed a visit to the birthplace of DAKS’s 1st flagship store “Simpsons of Piccadilly” to unfold the story behind the design.

In 1936 DAKS opened their first flagship store on Piccadilly. – Not long after the heritage label invented the first ever self-supporting trousers, it was a period considered the golden age within sartorial menswear. Simpsons of Piccadilly was created by Alexander Simpson and architect Joseph Emberton and when opening its doors in April 1936 it was the largest menswear store in Britain. – Today the store is a “Grade 1 listed” building and Waterstone books occupies the premises.
When creating the anniversary check, DAKS’s design team looked at the architecture and drew inspiration from the sharp elements of the building. From inside and out, the large formatted windows and glass tile ceilings resemble check like structures that has made its way to the final design.

The 125 check is delivered as a powerful reinterpretation of the original House check and of course in DAKS’s signature colours; Black, Vicuna, Beige and white. The anniversary coat’s fabric has been spun from a variety of yarns to create a rustic surface, combining wool, linen and man made fibre for strength, the result is modern take on classic overcoat.

Shot against powerful architecture of Simpsons of Piccadilly, glass tiles and books of Waterstones, the campaign has been captured by photographer Nick Tydeman and features singer-songwriter, Ciinderella Balthazar and creative director, Mathias le Fèvre in refined cuts of anniversary check. Highlights from the campaign includes a double breasted coat, long-sleeved statement dress and plush check knitwear. 

 

Produced by Le Fèvre Media
Photography by Nick Tydeman
Creative direction: Mathias le Fèvre
Models: Ciinderella Balthazar & Mathias le Fèvre
Styling: Joshua Scacheri
Hats: Vivien Sheriff