Sep 14, 2018
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Belstaff launches brand and social campaign, new logo referencing English heritage

Sep 14, 2018

Belstaff has unveiled a new logo and new brand and social campaign, called Built for Life. This campaign is the first creative under the leadership of CEO Helen Wright and new owner Ineos. 


The AW18 work has “the brand’s enduring spirit of adventure and craftsmanship at its core” and was produced in partnership with creative agency Brave New World. The new logo references England 1924, which was the year of the brand’s launch.

The campaign launches across print, digital, mobile and stores in the UK, Germany, US and Japan from Friday (September 14). 

The campaign is depicted in two settings, ‘In Town’ and ‘On Your Travels’, which the company said reflects “the brand’s range of outfitting, with clothes built for action and endurance with urban style.”

Photographer Cyril Matter has celebrates Belstaff’s return to British ownership with ‘In Town’ shot in and around London. And London really does feature heavily with its typical London black taxis and its famous buses both part of the imagery. Interestingly too, the ads will also appear in buses and taxis, which is a first for the brand, as is the outdoor ad it’s taking on Sloane Square.

Models Nastya Zakharova and Roch Bardot have also been photographed in front of Battersea Power Station and further city scenes with model Victorien Blagonja have been shot.

There’s a complete change of scene for ‘On Your Travels’ which took Matter and the team to the Pyrenees, “shooting in rugged, uncharted landscapes.” Group and individual scenes were captured against a backdrop of mountains and epic landscapes, with the use of motorbikes, planes and cars to evoke the idea of the journey taking place. The models here include Adela Stenburg, Josh Upshaw, Patrick Juan McCarthy and Roch Barbot. Both scenes were styled by Verity Parker.


Meanwhile, the social campaign shot by British photographer David Burton is an ongoing piece of work that is designed to “capture inspiring subjects in a series of portraits and videos, sharing their insights on life, adventure and Belstaff style.”

It launches with British chef Jackson Boxer, showcasing his Outlaw leather jacket, discussing the brand and his personal adventure opening his new Shoreditch restaurant, St Leonards.

Other social campaign stars will include Olympic gold medallist Sir Ben Ainslie; Belstaff ambassadors the Turner Twins, currently on their world record attempt to reach the North American Pole of Inaccessibility; Charlie Lewis, who overcame a skiing accident and subsequent amputation to become a global marathon runner; London-based singer/songwriter Julius Cowdrey and chef Angela Hartnett, among others.

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