This season, Gieves & Hawkes’s ready-to-wear collection is inspired by the glamour of the English summer sporting season and its unique sense of style. The easy, rugged elegance of aristocrats, royals and young sporting gentlemen forms a starting point for a collection that channels a particularly British sense of cool.

It's hard to think of a more quintessentially British setting than a pebble beach. White sand and palm trees may imbue a sense of wanderlust, but there's something equally and indisputably special about a British beach in summer. In spite of the unpredictable weather, there's always a determination to make the most it with friends and family; to pack up a picnic and play an impromptu game of cricket before retiring to the local pub.

It is this uniquely British charm along with the spirit of the English sporting season that forms the foundation of Gieves & Hawkes' spring/summer 2018 campaign. Heritage sports such as rugby, cricket and polo have a discernible sense of style that manages to be both playful and elegant; accessible yet refined. The new season collection references this unique aesthetic with a palette of fresh, confident colours alongside classic sporty shades such as polo red, racing green and buttercup yellow.

The SS18 collection is designed to cater to all occasions for the Gieves & Hawkes customer, from formal business meetings to leisurely weekends away and elegant evening attire. Suiting and tailoring once again forms the heart of the collection, with designs inspired by a young, sporting Prince Charles. Classic navy, beige and tan are contrasted with earthy checks with a retro quality, while beautifully cut neutral linen and practical tailored chinos offer a relaxed alternative.

New season casualwear also references recreation, most notably in block stripe T-shirts reminiscent of horse racing, polo and rugby teams. The cricket jumper, a perennial British sporting favourite, has also been revisited in playful chunky-knits in unexpected colour combinations. And subtle monogram patterns – as well as a not-so subtle pheasant motif – on chinos, polos and knitwear also nod to classic British sportswear.

Even the new-season eveningwear channels this central theme, with silk jacquard smoking jackets in blue and bronze and linen dress trousers that take inspiration from the dress codes of post-match champagne receptions and garden parties.

The SS18 campaign was shot on location in the picture-postcard seaside town of Aldeburgh, the historic home of Benjamin Britten. The acclaimed composer founded the Aldeburgh Festival of Music and the Arts in 1948, and the town has long been renowned as a cultural and creative hub. In contrast to the rugged pebble beach, Britten's erstwhile home on the outskirts of Aldeburgh served as a more formal, albeit charmingly bohemian setting for the campaign shoot and film. As eloquent, polished and quintessentially British as Britten's compositions, the Gieves & Hawkes SS18 collection is a contemporary ode to English sportsmanship and sartorial sensibility.

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