Damien Lewis Takes On Fashion Role
British label Aquascutum has unveiled its AW14 campaign, the first since opening a menswear-only store in London.
The images feature English actor Damian Lewis and model Eliza Cummings showcasing a selection of outwear pieces.
The Homeland star can be seen wearing the brand’s signature Howell trench coat. This year marks the 100th anniversary of the style, created by founder and tailor John Emary.
Lewis, 43, and Eliza, 23, were captured by renowned fashion photographer Alasdair McLellan, under the iron arches of Macclesfield bridge on London’s Regent’s Canal.
Black and white shots have been used for the Stolen Moments campaign to show the pair in a “cinematic and romantic environment,” according to a statement.
Emary’s brand pioneered the first waterproof wool fabric, which was then used as part of functional outwear for officers in the first World War.
With its debut menswear-only store opening on London’s Jermyn Street last month, Aquascutum – Latin for ‘water shield’ – will be hoping to boost sales after posting a £2.5m loss earlier in the year.
The label was saved from administration in 2012, following a buy out from YGM Trading, owner of the Asian arm of the company.
Despite this, the brand which once dressed Winston Churchill has bounced back with a celebrity-filled approach for autumn/winter 2014.
Bosses have also turned to social media to promote products and campaigns, with a behind-the-scenes edit of the recent shoot now available on Instagram.
Aquascutum menswear can be bought online as well as in store, including the dedicated Jermyn Street location. Prices for coats and outerwear start from around £300.