23.03.2023

Hackett London launches the SS23 Campaign featuring Jenson Button on safari

Hackett’s timeless British style remains at the forefront of this collection, and its use in such a contrasting setting showcases the brand’s universality and adaptability to any occasion.

By Style Editor

Hackett London proudly announces the launch of its Spring-Summer 2023 campaign, a continued collaboration with the legendary British racing driver and Formula 1 World Champion, Jenson Button.

Taking roots in the “Our Twist” concept from its previous campaign, this collection takes us to distant lands, on a safari adventure with friends. In Mr Button’s own words, “I can honestly say that it’s the most spectacular photoshoot I’ve ever been a part of.”

Mr Button is seen wearing some of his favourite pieces from the season, a classic Hackett Velospeed and a Safari Check jacket with a vintage feel, the perfect companions for an African escapade. Olive greens, ecrus and linen fabrics take centre stage in this safari-inspired range, with an emphasis on functionality and elegance across the collection.

Shot by the fashion and portrait photographer Charlie Grey and conceptualised by the agency Dentsu Creative, the stunning scenery evokes a sense of awe, adventure and escape that can only be found in the animal kingdom. Hackett’s timeless British style remains at the forefront of this collection, and its use in such a contrasting setting showcases the brand’s universality and adaptability to any occasion.

A clear narrative emerges from this campaign, a story that shows Mr Button contemplating the landscape, midday outings, teatime laughs, improvised cricket games and sunset dinners. The days pass by at a leisurely pace, as he wears impeccable styles that emphasise modernity, quality and functionality, catering to the untameable sense of adventure found in every man.

Launching on the 21st of March 2023, campaign imagery and videos will continue to roll out across Hackett London channels and selected partners throughout the season.