Fashion
Hackett London renews campaign with Carlos Sainz Sr and Jr for Autumn/Winter 2025
Translated by
Nazia BIBI KEENOO
Published
September 25, 2025
The British menswear brand once again turns to Spanish talent for its new campaign. Following a first collaboration in March of this year, Hackett London reunites with two leading figures in motorsport — Carlos Sainz Sr and Jr — to unveil its Autumn/Winter 2025 campaign. With this second chapter, the brand underscores its commitment to uniting heritage and modernity through timeless British style.
Entitled “Tradition and Modernity: A Winter Together,” the campaign features the legendary Madrid-born rally driver alongside his son, who currently competes for the Williams Racing Formula 1 team. Set against autumnal backdrops in the Oxfordshire countryside, the shoot captures moments of camaraderie — from driving classic cars to competing over a game of table football — amid misty landscapes, gardens, and stately homes where history and nature coexist.
The capsule for the coming season revisits staples of classic British style, including tweed, tartan and structured silhouettes, combined with modern, functional materials. The color palette blends warm tones such as ivory, stone grey and gold, offset by deep blues and festive nods to the “Twelve Days of Christmas.” The collection also features a range of motifs such as Donegal, paisley and birdseye, alongside traditional techniques like cable knitting.
The line includes a selection of transitional pieces — from brushed cotton jumpers to soft tailoring — enriched with contemporary details such as detachable linings, stretch fabrics and distinctive internal finishes. Outerwear completes the offering, with waxed jackets, peacoats, overshirts and gilets.
Founded in Chelsea in 1983 by Jeremy Hackett, initially as a second-hand shop, Hackett London has grown to over 1,000 points of sale worldwide. The brand now belongs to the Spanish group AWWG, which also owns Pepe Jeans and Façonnable. AWWG represents the agencies of Tommy Hilfiger, Calvin Klein, DKNY, Donna Karan, and Karl Lagerfeld in Spain and Portugal. Operating in 86 countries through a network of more than 3,500 stores, AWWG reported turnover of €633 million and EBITDA of €65.1 million in its 2023/24 financial year.
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Translated by
Nazia BIBI KEENOO
Published
September 25, 2025
More streamlined, more pared-back, and with a more restrained use of its emblematic fox logo — Maison Kitsuné’s recent collections have hinted at a new creative direction. That shift is now confirmed with the official appointment of British designer Abigail Smith as the brand’s new creative director.
The Paris-based brand, founded in 2002 by Gildas Loaëc and Masaya Kuroki, also operates cafés, music production, and hospitality ventures — including a site in Bali — and has recently launched a wellness arm. The company has now tapped an experienced designer to lead its creative future. Abigail Smith has worked in fashion and design for over twenty years, contributing to luxury houses and independent labels, including Calvin Klein, Celine, Chloé, Burberry, Victoria Beckham, and Stella McCartney.
“We are delighted to welcome Abigail Smith as our new creative director. In her role, she will redefine the Maison Kitsuné silhouette. Thanks to her talent and expertise, and in close collaboration with our Parisian atelier, she will envisage a new, modern Parisian wardrobe — opening the next chapter of our house,” the founders said in a statement on 25 September.
Since late 2024, Abigail Smith has been working with the brand, which has Franco–Japanese roots. The Spring–Summer 2026 collection, to be presented in Paris in the coming days, will be her first full collection for the label.
“I’ve always admired Maison Kitsuné for its ability to fuse fashion, music, and culture into a unique art of living,” explained the Sheffield-born English designer. “My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris–Tokyo identity.”
Over the past ten years, the brand — which boasts 35 cafés, 33 own boutiques, 43 franchises, and more than 350 retailers worldwide — has notably tapped the creative talents of Yuni Ahn and, more recently, Marcus Clayton, whose last collection was Spring–Summer 2023.
The brand does not disclose its turnover. However, the company does file its accounts. For the 2024 financial year, which ended in March 2024, Kitsuné France reported a turnover of €94 million and a profit across its activities, although this does not necessarily encompass the brand’s entire business.
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