Exclusive look

Britishness and sportswear nostalgia: peek Daniel W. Fletcher’s debut campaign
Fashion | 17 April 2018
Photography Fabien Kruszelnicki
Art direction JWFK
Fashion Ben Schofield

Having founded his eponymous label in 2015, London menswear designer Daniel W. Fletcher has quickly established himself as one of the most exciting and politically-charged names on the circuit. In the past few years he’s set up (and painted and decorated) his own Covent Garden pop-up store, protested Brexit at London Fashion Week Men’s and cemented his own permanent solo slot on the men’s schedule.

Now comes the Cheshire-born designer’s next big move: a debut campaign showcasing his SS18 collection and photographed by HERO editor-in-chief Fabien Kruszelnicki.

“We shot it at my studio with unsigned models we scouted at a festival and who we felt suited the clothes, and that these clothes would sit comfortably in their wardrobes,” Fletcher explains. “[SS18] was all about a considered approach to dressing. It explored traditional symbols of Britishness, sat alongside details and fabrics from sportswear, luxury tailoring and streetwear; I wanted to reflect this juxtaposition in the campaign.”

And this authentic approach is no shot in the dark: it’s woven right through Fletcher’s ethos. Example? Rewind six months and you’ll remember Fletcher transforming his show space into a school gym. With its stark white walls and scattering of gym mats, the venue nostalgically set the tone for a collection inspired by 80s sportswear, Britishness and youthful tailoring – think striped vests, neoprene shorts and the kind of perfectly structured trench coat that never leaves your back.


Shop Daniel W. Fletcher SS18 here.

Retouching: Hempstead May
Casting: Sophie Lynas at LEDA
Grooming: Elliot McQueen using L’Oréal Professional
Model: Gabriele Orsini 


Read Next