Drake’s Autumn Winter ‘14
Honesty always lifts the simple necessities like food or clothing to an ethereal plane of splendor and it is with this notion in mind that I heartily endorse Drake’s offerings for Fall 2014.
A trend has emerged of late wherein old and storied brands seem eager to abandon their history in favor of reinventing the wheel. It is a sad fact, ample consumer data has said as much. Everything needs to be sexier, more glamorous, more aspirational. To be honest, that’s all a bit tiring.
Drake’s latest lookbook succeeds on the strength of its authenticity. Rather than going to some far off locale and creating an anachronistic brand narrative, the London based haberdasher have opted instead to keep things local. Shot in and around Shoreditch, London - the nexus of Drake’s garment production, the lookbook has an authenticity to it which is a nostalgia tinged breath of fresh air. Menswear’s recent landscape has been defined by a glut of rebrandings insistent on making things as exotic as possible. While that’s all well and good in some cases, this has resulted by and large in clothing which seems out of place and styling that borders on parody.
Drake’s have managed to circumnavigate all that with an ad campaign that puts their product in its native habitat. Set against the cobblestones of the aptly titled Haberdasher street, beautiful blackwatch ties feel right at home on models who evoke the style of the English gent-about-town. A range of painfully English styles pop against the flat backdrops, celebrating the sort of quietly humorous style that Drake’s are lauded for. Throw in some distinctively seasonal pieces - such as a double breasted suede coat - and you have yourself a great look book that never confuses viewers.
In the current #menswear climate, that sort of clarity is a rare achievement.
(Source: Drake’s Diary)
STYLE | ETERNITY