London Tapestry

Daniel w. Fletcher takes us through his SS23 campaign
By Alex James Taylor | Fashion | 21 February 2023
Photographer Fabien Kruszelnicki

Kicking off LFW SS23, Daniel w. Fletcher presented an opulent ode to Britain’s cultural tapestry. Beginning with a minute’s silence for Queen Elizabeth II, the collection paid equal homage to Savile Row and the Stones, showing immaculately tailored looks followed by more louche, androgynous styles. Prince of Wales check, tartan, gingham, studs and naval uniform details punctuate the collection in a nod to the rich history Fletcher pulled his inspiration from. Through subversion and skill, moments of punk, aristocracy, queerdom and mod all revelled in the joy of the Isles, while Fletcher also introduced dresses for the first time: elegant silhouettes that glistened like stars.

Now, with the collection available to buy (we’re one step ahead of you), Fletcher releases the accompanying SS23 campaign imagery, presenting the collection via a series of emotive monochrome portraits shot by HERO Editor-in-Chief Fabien Kruszelnicki. Here, Fletcher gives us the lowdown on the meanings behind the visuals.

On what the collection represents to him…

“The collection was inspired by figures past and present who have made London what it is, it represents the rich diversity which makes up this city I now call my home. Whether that be the designers who have come before me, artists and musicians or even the sartorial influence of the city bankers. So, for me the collection is a tribute to them and represents London.” 

On how this translates across the imagery…

“We normally focus on just one person for the campaign but with so many different characters influencing the collection I wanted to capture this in the imagery and casting. Whereas in previous seasons the campaigns have been about a location or set this one for me needed to be about the people so we stripped it back to be much cleaner.”

On what he wanted the campaign to articulate…

“We pushed the shapes and silhouettes in this collection further than we have before with the strong shouldered tailoring and long dresses and I wanted to show that in the campaign. It was also the first time we have had dedicated womenswear styles included so this was an opportunity to really showcase the development of the collection and the direction I’m taking it in.”

Daniel w. Fletcher’s SS23 collection is now available to shop SS23 on 


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