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Sandra Halliday Published
September 27, 2025
AWWG’s Hackett London luxury brand has unveiled its new AW22 campaign starring brand ambassador Jenson Button. The launch coincides with the label debuting a new graphic identity with a new logo “inspired by the contemporary simplicity of elegant men”.
It said the reimagined logo “captures the essence of a brand that is looking towards the future for inspiration, without losing sight of its heritage or history”.
It was inspired by founder Jeremy Hackett’s lifelong motto “Keep it simple”, and “reclaims the twist of its British identity”. The typography of its name has been transformed to a contemporary sans serif font, and the brand has simplified its main bowler and umbrellas icon, “to adjust its graphic image to the latest trends”.
As mentioned, the company has also released its latest campaign starring the British racing driver and Formula 1 World Champion, Jenson Button.
He’s seen in AW22 pieces that are described as the brand’s “usual selection of quality garments with a twist. Featuring pieces that are simultaneously unpredictable and unique, this collection shows a different side to the brand that does not lose sight of its British heritage and DNA”.
The campaign was conceptualised by creative agency Comunica+A, and shot by British fashion and portrait photographer Charlie Gray.
Button is seen “enjoying autumn nature and the countryside lifestyle” in the collection that also harks “back to its London roots in its colour palette and sartorial expertise”.
The pieces include permeable Velospeed jackets, versatile blazers and turtleneck pullovers in a beige, orange and dark blue palette.