On December 10, Alfred Dunhill unveiled its Spring/Summer 2010 collection in Shanghai, showcasing a bold and innovative lineup that embraced a futuristic aesthetic. The range featured a sleek aluminum alloy travel suitcase, handcrafted flint sunglasses from Britain, and a compact paint pen made with meteorite fragments and black diamonds—each piece radiating a distinct "space age" vibe. The entire collection reflected a strong sense of forward-thinking design.
“I've always been drawn to this 'lost futuristic' vision since the beginning,†said Kim Jones, the brand’s chief designer. “I saw something special in Alfred Dunhill’s legacy as a traveler and in the spirit of the brand itself. Dunhill has always been at the forefront, experimenting with new materials and technologies.â€
It’s clear that Kim Jones is eager to infuse more modern elements into the brand while staying true to its classic British roots. This balance is evident throughout the collection, which draws heavily from the rich history of Alfred Dunhill. For instance, Winston Churchill’s silver cigarette case served as inspiration for the fashion show invitations, which were engraved with his famous address and a unique female signature.
In the clothing line, models showcased a wide spectrum of blue tones, including the iconic Duke of Windsor’s “Midnight Blue,†replacing the traditional black dress. From the early days of the Prince of Wales to Edward VIII and the Duke of Windsor, the collection reinterpreted the image of rebellious yet sophisticated British aristocrats through the lens of men's fashion.
The collection moved from refined elegance to modern trendiness and back again, capturing the emotional essence of the times. It was a celebration of heritage, innovation, and timeless style—all wrapped in a fresh, contemporary package.
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