Hackett links with Jenson Button for new campaign

By

Nigel TAYLOR

Published
Sep 21, 2021

Hackett London has a new force to drive its AW21 collection campaign. The heritage/fashion menswear brand has hired British racing driver and former Formula 1 world champion Jenson Button to front the new campaign.

Under the concept ‘Embrace the Curves of Life’', Hackett London “underscores the importance of living the exciting journey of life with passion”. Button wears key pieces from the collection, including a new take on the classic Hackett London parka and the tech Velospeed jacket.

The collection offers "crafted hero items and elevated essentials with a distinctive touch to keep classics fresh and up-to-date”, ranging from heritage Hackett to more casual collection pieces.

Inspired by the importance of "living each day with boldness", the collection has been photographed at Brands Hatch, the Kent race circuit where the British driver raced during his professional career.

Reflecting on the collaboration, Marcella Wartenbergh, CEO of brand owner AWWG, said: “Not only is Jenson a fantastic sportsman, he has become an inspiring advisor with an impeccable style - Button illustrates the spirit of the Hackett London man.”

This latest media collaboration reinforces the strong bond between fashion and sports/motor racing. Hackett itself has a long-standing partnership with Aston Martin, supporting the luxury car marque’s returns to Formula One, and also launched the Aston Martin Racing by Hackett collection for SS21. 

Italian brand Replay has been an official denim partner for Aston Martin Cognizant Formula One Team. Meanwhile, Ferrari launched its first full fashion collection in the spring, and has partnerships with fashion house Giorgio Armani and Swiss watchmaker Richard Mille, Tommy Hilfiger has collaborated with Formula 1 champion, Lewis Hamilton and G-Star Raw has also collaborated with Formula 1 driver Max Verstappen.