The cinema and online campaign aims to celebrate the brand’s heritage as a "true fashion original" with strong links to the creative industry. Various actors, artisans, musicians, poets, writers and models appear in a 60 second film, written by Trevor Beattie and shot by Tom Beard, to air in cinemas.
A tablet app provides further content, revealing the stories behind the characters in the film as well as allowing users to buy each look featured. The campaign coincides with coincides with an in-store revamp including stills shot by Aitken Jolly. The production company is Parizan, with post production by MPC.