Born in London’s Maida Vale in 1909, Sir Hardy Amies became a fashion icon; a designer best known for pushing the boundaries of what fashion was, the way it could be presented and what it could become.
Hardy made fashion history in 1961 by staging the first men’s ready- to-wear catwalk show. The runway show was a pioneering effort on many levels as it was the first time that music was played, and that a designer accompanied the models on the catwalk. After serving as an officer for the Special Operations Executive in the war, Hardy returned to London in 1945. With the help of a generous benefactor, he bought the lease of No. 14, Savile Row, which had been damaged during the Blitz. The following January, Amies opened the doors of his fashion house with a presentation in the House’s Grand Salon.
Hardy Amies was a pioneer of Savile Row, the home of English bespoke tailoring and his brand became known for classic and elegantly tailored clothes for both men and women. Today, the spirit of Hardy Amies lives on in menswear designed from No.14 Savile Row, which continues to define the epitome of London style. Providing the definitive contemporary wardrobe, ready to wear collections are available globally and a bespoke tailoring service remains at the House of Hardy Amies. Below is the latest collection from the pivotal menswear label and it’s one of the best campaigns I’ve seen this year, so good I had to include every image.
Extract and Images: Hardy Amies