Aquascutum, the classic Mac company famed for its waterproof coats, wants to be back on the fashion radar and this week is launching a global advertising campaign headed by supermodel Julia Stegner and former James Bond star Pierce Brosnan. The label, famous for its trench coats worn by Hollywood stars such as Humphrey Bogart and Greta Garbo, is launching a women’s businesswear collection as part of plans to double group sales to £450 million within three years.
Aquascutum received a boost with the appointment of Kim Winser, formerly from Pringle, as its new President and Chief Executive last April. Her brief is to significantly grow the business internationally. The stylish new campaign, which was photographed by Mario Sorrenti in the City of London, projects Aquascutum as glamorous, modern and chivalrously British.
The company’s high profile womens and menswear collections were last year launched to great acclaim. Designers Michael Herz and Graeme Fidler pulled off the trickiest of tasks: an upscale collection that had to remain true to the brand’s heritage, but also be contemporary and modern for today.
Aquascutum launched in 1853 when it invented the first waterproof cloth. The ethos of the house has upheld fine craftsmanship, luxurious tailoring and attention to detail have been applied to all matters sartorial, thus creating a company with a quintessentially British Point of view.