Creative Director Craig Prest on the campaign imagery and collection that celebrate the brand’s 50th anniversary
The key aspect of any successful menswear brand, especially one that’s established itself as an authority on specialised and versatile outerwear, is how to make clothes that not only do the job, but also look good. It’s the age-old style versus substance debate, a make or break issue for many weak brands without enough heritage to rely on or no sartorial expertise to utilise. This doesn’t seem to be an issue for Henri Lloyd, the British outdoors brand that’s celebrating its 50th anniversary this year. This has been accomplished through a stellar AW13 season, designed by creative director Craig Prest, and a campaign that modernises the visual language of the brand and aligns it with the contemporary designs of the collection.
David Hellqvist: Where and why was it shot?
Craig Prest: The atmospheric lifestyle photography was taken by renowned fashion photographer Steve Harries in London. The aim behind the new campaign was to showcase Henri Lloyd’s 50 year heritage as ‘the original British sailing brand’ whilst demonstrating our pioneering spirit for original design, quality and modernity. Working with the creative agency ODD enabled us to maintain our no compromise approach for quality, whilst exploring a more contemporary approach to the creative. What we ended up producing supports our vision for the future, which is to stand firmly behind our heritage and values by offering a modern and relevant communication platform.
David: Who took the background photos?
Craig: Photographer David Cooper shot the powerful landscape photography in the Shetland Islands. His style and execution was a good match for the brand and the images are reflective of Henri Lloyd’s rich marine heritage.
David: “50 years of heritage”… how would you sum that up?
Craig: Since 1963, Henri Lloyd the original British sailing brand has continued to push the boundaries of style and technical innovation to become one of the country’s most iconic heritage brands.
David: What are the main differences in a Henri Lloyd wardrobe today compared to back then?
Craig: We take for granted many of the innovations that were introduced by Henri Lloyd back in the 60s and 70s, these design first are now industry standards and include waterproof seams, non corrosive zips and the introduction of the wonder fabric Bri-Nylon®. Pioneering new fabrics, closures and safety featured revolutionised the world of sailing apparel and much of this innovation continues in today’s marine and lifestyle collections. The pioneers that Henri Lloyd first outfitted were adventurous and seized opportunity, and today’s consumers still have that same spirit for wanting product that not only looks the part but that can provide protection and performance if called upon. The values are very much the same and the even though the technology has advanced considerably, it’s this technology that is evident in many Henri Lloyd products today. With a 50 year history for knowing how to design products that perform and protect, our knowledge and team of experts make sure that every product that gets produced carries the very same DNA no matter what its end use. From the very simplest of products to the most technical, our standards remain consistent and that combination can be seen throughout our product ranges.
David: What are the key garments, and why?
Craig: Tuscana Pea Coat – The Autumn 13 collection includes the impervious Tuscana Pea Coat which echoes out Henri Lloyd’s sailing roots, attention to detail and passion for true classic British design. Staying true to our nautical heritage but with a contemporary twist, this fitted Melton double breasted men’s jacket has multi stitch detailing to its collar stand, cuff, hem, welted pockets and is cut slightly shorter at the waist for a more modern take on the original. With a tonal Henri Lloyd laurel branding sleeve detail and a fashion forward tailored cut, this jacket shows how Henri Lloyd’s attention to design and detail constantly stays intune with the fashion industry.
Atlas Jacket – Another key piece of the collection is the Atlas Jacket. This is the ultimate in all weather protection combining immaculate construction with a classic and fashionable design. Fully seam taped for sublime waterproofing and constructed with a Primaloft quilted lining for comfort this jacket is at the height of performance. Combine this with the new Union Jack branded embroidery to the right sleeve and reworked Henri Lloyd laurel Hi-Build heat transfer to left chest logo make this garment a stand out piece.
David: Who are the modern day pioneers?
Craig: Henri Lloyd is a brand built for people who challenge convention and strive to innovate. These characters are a true reflection of Henri Lloyd’s passion and drive to inspire. The campaign will be brought to life through the ‘Modern Day Pioneers’, from photographers and set designers to models, the series will over the coming months feature and celebrate the stories of a variety of individuals that seek to seize opportunity in their daily lives. Oliver Russel, the male model runs the European arm of PLexifilm, a film production company and independent DVD label based in New York and London. After living in Paris for 4 years and working as a model on commercials for clients such as Garnier and The Secret Perfume with Antonio Banderas, Sal Taylor the Henri Lloyd female model decided to move back to London and begin working in the film industry. She has since worked as a producer with her close friend, Lucy Cohen who works as a documentary maker for channel 4 and Pulse Films.
