Jenson Button explores the wild in Hackett London Spring/Summer 2023 campaign

As Hackett London unveils its Spring/Summer 2023 collection, the brand continues its fruitful collaboration with Jenson Button, the legendary Formula One world champion.

Drawing from the “Our Twist” concept of its previous campaign, the new collection whisks us away on an exhilarating safari journey with close friends. Button himself has expressed his awe at the breathtaking photo shoot, deeming it “the most spectacular” he has ever participated in.

The collection showcases Jenson Button donning some of his top picks from the season, such as the classic Hackett Velospeed and the retro-styled Safari Check jacket, both ideal choices for an African escapade. The safari-inspired range is dominated by olive greens, ecru tones, and linen fabrics, with an emphasis on both elegance and practicality throughout the collection.

Renowned fashion and portrait photographer Charlie Gray captures the awe-inspiring landscape, while the Dentsu Creative agency orchestrates the design. The juxtaposition of Hackett’s quintessential British style against the wild backdrop accentuates the brand’s versatility and adaptability for any occasion.

The campaign unfolds as a visual narrative, portraying Jenson Button as he surveys the vast landscape, engages in midday excursions, shares tea-time laughter, partakes in impromptu cricket matches, and enjoys sunset dinners. As the days progress leisurely, Button is impeccably dressed in modern, high-quality, and functional clothing that encapsulates the intrepid spirit of adventure innate in every man.

Launched on March 21, 2023, the striking imagery and captivating videos from the Hackett London Spring/Summer 2023 campaign will continue to be showcased across the brand’s channels and in collaboration with select partners throughout the season.