Label profile: Aquascutum
  
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With all this grand talk of 1950s film stars you’d be forgiven for thinking that Aquascutum is a brand firmly wedged in the past. But in fact, the turn of the century has seen Aquascutum cast in a different role to its utilitarian, rainproof reputation of the past. Currently headed by two young, creative minds in the shape of Michael Herz for womenswear and Graeme Fidler for menswear, the two designers have not only been in charge of the design process but also the development of the brand concept since 2000. Despite the hub of the design still lying in tailoring and luxurious coats, their catwalk offerings are full of variation. Each season, three lines are released under the Aquascutum umbrella. Aquascutum London featuring classic designs in sober tones, Aquascutum Vintage - a capsule collection featuring eye-wateringly beautiful coats, and the mainline, Aquascutum Collection which shows at London Fashion Week and is focused on merging next season’s trends with last century’s classic tailoring.


Selene Pearson
09/10/2009
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Article Plan Label profile: Aquascutum
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