Aquascutum

Aquascutum Back In British Hands

Filed under: Apparel

Venerable British luxury brand Aquascutum has a new owner. British Fashion Council chairman and retail entrepreneur Harold Tillman's Broadwick Group is buying Aquascutum from Japan's Renown Incorporated, putting the firm back under British ownership. Tillman, who also owns the Jaeger Group clothing stores hopes to revive the brand and expand into new markets. Terms of the deal were not disclosed. Kim Winser, the former Aquascutum CEO quit back in May after she and other execs tried to takeover the company. Aquascutum is a 158 year-old brand famous for its trench coats which has been worn by members of the royal family and celebrities. Under Winser's influence the brand got a much needed pepping up and has featured elegant yet edgy fashions like the runway looks shown above in 2008.

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Tags: aquascutum, jaeger

Gisele Stars in Aquascutum's New Ad Campaign

by Jared Paul Stern (RSS feed) —

Filed under: Apparel

Aquascutum, the London luxury brand founded in 1851, has brought back Brazilian bombshell Gisele Bundchen to star in its new Fall ad campaign. The pictures, co-starring model Jamie Doran, were shot at London's historic St. Paul's Cathedral, Vogue UK reports.

Meanwhile, the company which invented and patented several waterproof materials and pioneered the trench coat, is introducing its first ever line of bags for both men and women. The traditional brand began its foray into high fashion a couple years back when it hired Pierce Brosnan to star in a series of James Bond-style ads.

Over the years Aquascutum coats have sheathed the likes of the Queen Mother, Winston Churchill, Sophia Loren, Greta Garbo, Sean Connery, Cary Grant, Humphrey Bogart and Sir Edmund Hillary.

Gallery: Aquascutum of London

Tags: Ad campaigns, AdCampaigns, Aquascutum, British style, BritishStyle, Cary Grant, CaryGrant, gisele bundchen, GiseleBundchen, London, Pierce Brosnan, PierceBrosnan, Trench coats, TrenchCoats

Making Aquascutum Hip

by Deidre Woollard (RSS feed) —

Filed under: Apparel

Burberry and Pringle did it and now Aquascutum becomes the latest stodgy old brand looking to reinvent themselves to appeal to modern luxury hounds. Who did they hire for this onerous task? None other than Kim Winser who resuscitated Pringle of Scotland. WWD reports that Winser is the new president and CEO of the company. The company, which has flagships in London and Tokyo, is looking to update their image as a cool brand. They have been in business since 1851 and are primarily known for waterproof raincoats. Not exactly a sexy item. Winser wants to double sales by 2009 and expand into the U.S. and continental Europe. Ambitious, but if anyone can do it, it would probably be Winser, perhaps she'll eventually bring her Gucci-poached ex-employees over to the new brand.

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Tags: aquascutum, burberry, fashion, pringle