British heritage brand Belstaff has named actor James Norton as its new
brand ambassador and creative collaborator.
The role will see Norton featuring in the Belstaff autumn/winter 2020
campaign captured by photographer Blair Getz Mezibov with reportage images
by Cat Garcia on the Dorset coast, where the rising star will “begin a
journey that will build through the seasons to come”.
Belstaff explains in a statement that Norton will “explore themes of
grit and spirit, self-reliance and restlessness, inspiring wanderers
everywhere as the world begins to find new ways to explore again”.
The campaign will be released in five parts with campaign stills and
video, with Norton appearing in a selection of Belstaff’s built for life
icons, including the New Milford coat, Westlake and Dennison shearling
jackets and the iconic waxed cotton Trialmaster.
Norton was chosen by the brand as a collaborator following his
appearance on its The Road Less Travelled podcast series, where they state
it was clear that the actor’s “quintessential Britishness would be a
natural fit,” while adding that Norton shares many of the brand’s core
values.
Actor James Norton to co-design a collection with Belstaff for spring
2021
Sean Lehnhardt-Moore, creative director at Belstaff, said: “We have a
long history of outfitting adventurous individuals. James is a natural fit
for us: he’s driven in his pursuit of excellence, always ready to explore
and unafraid of striking out in new directions. Working with him is a
pleasure, and we look forward to his future with Belstaff.”
Belstaff’s partnership with Norton will continue into spring 2021 with
the release of a limited-edition collection of jackets, co-designed by the
actor and Lehnhardt-Moore. Further details of the collaboration are
expected next year.
Norton added: “I am proud to wear Belstaff, it is a classic British
brand with a great heritage. I have owned a Trialmaster jacket for years
and I love it – it’s like a second skin, I love all the scratches and marks
on the jacket that document your own adventures.
“Having had the chance to have a peek at the Belstaff archive, I saw a
ton of incredible designs, each timeless in their own way and I look
forward to celebrating these classic designs in our future collaborations.”
Belstaff opens new store in New York City with workshop concept
The ad campaign coincides with the opening of . The British
brand has returned to the city with a 2,000 square foot space on Gansevoort
Street, following its exit from its previous New York City location on
Madison Avenue last year.
The new boutique features the brand’s “world-first workshop concept”
that allows customers the opportunity to restore, repair, rewax and alter
their existing and newly bought pieces, as well as being a community hub
for makers and creators, as part of Belstaff’s new community-first retail
approach.
The store also offers a new ‘Build Your Own’ service, allowing customers
to personalise their Belstaff Trialmaster with monogramming, patch
application, chain stitch embroidery, custom laser design, hand-painted
leather and vintage finishing, alongside a range of exclusive limited
products, including vintage denim and military bags sourced within the US,
a range of vintage Belstaff products, and New York-specific offerings such
as T-shirts and bandanas by designers Fred DiMeglio and Glenn Wolk.
“This new store is more than just a home for the iconic outerwear and
dependable outfitting we’ve come to be known for,” states Belstaff on its
social media. “At the heart of Belstaff Meatpacking is the all-new
workshop, where a team of makers share their skills.”
Images: courtesy of Belstaff
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