Jason Beckley, Director of Alfred Dunhill, focuses on British Menswear

Alfred Dunhill leads the British fashion trend

The Trafalgar Brand Apparel Conference showcased London's unique architecture and basic spirit to 1,000 guests from all over the world gathered in Shanghai. The scale is unprecedented. The brand's series of works, with its first expression, highlights Alfred Dunhill's determination to focus on British menswear. The Trafalgar conference showcased 1000 unique architectural and basic spirits in London for guests from all over the world gathered in Shanghai. The scale is unprecedented. The brand's series of works, with its first expression, highlights Alfred Dunhill's determination to focus on British menswear.

The Trafalgar conference is the third annual exhibition of the brand. With its unique furnishings and exhibitions, it seems to be experiencing the changes of the four seasons throughout the day, showing the beauty and elegance of Alfred Dunhill's series of works.

British men's clothing is everywhere in the world. The conference needs 64 handsome faces. In this case, many brands will use Western models. However, we broke the stereotypes and used all Asian faces. This bold decision is very challenging, but we are full of enthusiasm for it.

Where did your inspiration come from?

Jason Beckley replied: The history of British men's wear, representative landmarks, and British architecture are all sources of inspiration, but it is the rhythm of the season that gives me the most impression.

Everything starts with the picture. We must find a foothold that everyone can understand, and it will be separated from the public. Gregory Crewdson is an American photographer. His photographs are very special and they look like movies. They are profound and sentimental. Not only that, he also gave the photo a very real sense of decadence, using wisdom to firmly grasp people's imagination. In spite of his irritability, Gregory still draws on the works of Edward Hopper and other masters. I respect this predecessor and I appreciate it very much.

Alfred Dunhill's guests are all over the world. If products are sold only for a single point of view, such as only spring clothes, winter clothes, autumn clothes, or summer clothes, our demand for guests is too cold. I personally have a deep understanding: I was in Beijing a while ago and the temperature was only 6 degrees Celsius. Then I boarded the plane and arrived in Hong Kong three hours later. The ambient temperature was as high as 24 degrees Celsius. In today's world, dressing with the season has become irrelevant, and conveying this new concept through the product is what we want to accomplish. Also for the sales of the Alfred Dunhill brand, having the right to decide on the time of product launch and the target customers is awesome for us! We can not only fully demonstrate the imagination and extraordinary talent of the brand, but also to Shanghai. Amazing city tribute. We cordially invite consumers of Alfred Dunhill products to communicate directly with them.

I'm very fond of the concept of "landmark". In my opinion, Alfred Dunhill is a men's style landmark, which is one of the reasons that attracted me to join. Trafalgar Square Trafalgar Square is not only one of the most iconic landmarks in the UK, but its picture is one of the most frequently used views of the outside world. As a British men's wear brand, we are proud of the British men's wear and global men's wear hand in hand! Alfred Dunhill's brand foundation is not a trend, but practical. This is why the British men’s wear can be rooted in the vast wilderness and prevail in modern cities.