Monday 13th July

| BY Paul Toner

Step Back Into the 1980s With Dunhill’s New Film

The 1980s treated us to some splendid fashion moments, didn’t it? Shoulder pads that could barely fit through the doorframe; hair back-combed like you were just dragged through a bush; parachute trousers so baggy that you could be swept away with the wind at any given moment. It was also a decade which saw Alfred Dunhill dominate the luxury realm, selling everything from branded cigarettes to its very own whiskey. As part of the digital Paris Fashion Week, the brand took a step back in time, splicing footage from its AW20 and SS20 showcases with an infomercial shot at the brand’s Jermyn Street store back in the day. The archived footage sees presumably a man and wife – each dressed to the nines – enter the store, browsing the shelves before eventually settling on a solid-gold lighter. Whilst everyone may be Juuling these days, the mismatching of film clips clearly visualises that Dunhill has kept to its roots – making some of the finest luxury clothes out there for men who mean business.