Flannels has just announced the launch of its new Welcome To New Luxury campaign for Fall/Winter 2022, a dynamic visual story which looks to combine the retailer’s 46-year-old heritage with the clear vision of the youth culture of today.
Inspired by the deep-rooted connection between fashion and music, the campaign is the first to launch under the new direction of the brand’s Head of Luxury Campaigns, building on an ethos first reflected in its new Liverpool flagship earlier this year.
What’s more, Flannels has called on Crowns & Owls, the revered London-based creative trio who are known for their work with UK heavy hitters Skepta and Showthai, to both craft the visuals, and reference their definition of “new” luxury.
Joseph Prince, head of Luxury Campaigns for Flannels, said: “This is a gear change for Flannels, pushing our New Luxury offering forward while reinventing traditional mindsets with a new generation of talent and creators.
“This campaign celebrates our collaboration with leading lights in industry; from established names such as choreographer Paul Sadot, Crowns & Owls a trio of creatively explosive minds to MOX, a creative agency at the vanguard of youth culture disrupting luxury as we know it. With each campaign we build on elevating the everyday, celebrating bold originality and setting a strong foundation for the Flannels future of luxury retail.”
Translated as a scene reminiscent of a Northern Soul dancehall, captured in a deconstructed set of moody colour-block walls, parquet flooring and surrounding speakers, the Welcome To New Luxury campaign highlights the very best of the retailer’s offerings with standout looks from Prada, Loewe, Saul Nash and Amiri.
Get a closer look at the Welcome To New Luxury campaign in the shots below and cop the latest collections from FW22 now via the Flannels webstore.
