Simon Holloway Swerves Tradition, Shows His Debut Dunhill Collection at London Fashion Week

has chosen a predominantly women’s fashion showcase to unveil his debut menswear collection, and while the choice may seem unusual, there’s a logic to it.

Holloway is familiar with many aspects of British style, and his background has stretched across women’s and menswear, accessories and footwear. He arrived at Dunhill after a brief stint as creative director of James Purdey & Sons, the famed gunmaker and outdoor clothing provider that is also part of the, and studied fashion design at Kingston University School of Fashion.

In the archives, Holloway found driving coats and jackets made from leather and sometimes tweed, which he used as inspiration for the fall 2024 collection. “I really wanted to show the collection in a quintessentially British environment, and not in a stuffy old club on Pall Mall with all the unfortunate trappings of empire that nobody wants to look at, or be associated with,” the designer said.

That said, he’s hoping the backdrop of paintings, gilded frames and padded silk walls doesn’t give anyone the wrong impression. As reported, the business restructured its operations in 2022 with a reinforced focus on “classic style, masculine elegance and a sense of Britishness.”

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