T here is a quiet revolution taking place in British menswear and it is happening care of Simon Holloway, creative director at Dunhill. He arrived at the house just over a year ago and stated his intention to reclaim its position as an outfitter of British gentlemen. That may not sound revolutionary, but while men’s fashion in this country has a reputation for creativity and eccentricity on the one hand and dusty traditionalism on the other, we have struggled to produce the equivalent of Ralph Lauren, Armani or Dior — in other words, highly wearable, elegant menswear that pays tribute to national sartorial tropes without being shackled to a retro heritage narrative.
Holloway’s CV includes a stint in New York at Ralph Lauren, whose approach to menswear could be described as cinematic — create your character and dress him for an imagined, idealised lifestyle..