.new campaign
The Thistle’s Whisper
*Spring’s Reckoning with Daniel w. Fletcher
written ALBAN E. SMAJLI
There’s a certain wetness to the Scottish Highlands that announces itself only when trousers surrender completely to the elements, the kind that hovers between rain and fog, an atmosphere born from nature’s own reluctance to hurry, pausing in the air, pressing against skin, gliding over shoulders, a presence Daniel w. Fletcher welcomes wholeheartedly for SS26—a collection conceived far from city grids and studio walls, placed deep in a landscape where thistles claim the horizon and sheep pay attention only to the subtle shift in grass and sky, unmoved by the artificial logic of seasons or palettes.
Hand-painted thistles bloom in reckless, botanical abandon, with each flower growing out from shirt sleeves and collars, each garment transforming into a half-wild meadow, an unmanageable flora arranged for the kind of person who ventures into the landscape and becomes indistinguishable from its restless green. Heather finds its way from hillside to fabric, moving across bodies, seeping into skin, with Fletcher’s colours bleeding mauves and mosses and that elusive purple-grey reserved for Sunday afternoons when the air feels heavy with promise and the sky rehearses for the next storm.
Tailoring enters, never content with restraint or ordinary smoothness—long-line jackets shape the silhouette, Edwardian waists emerge for the gentry and the bold, with military details carving sharp intervals in the softness, toggles and buttons murmuring stories of distant uniforms, each element inventing a wardrobe for escapists in waiting. Double-breasted and single-breasted jackets offer endless invitations, in a territory where rules drift across sheep tracks and lichen. Trousers billow, scarves wrap and spiral, silk chasing wind, lambswool berets balancing on heads, each one poised with the quiet confidence of a secret shared in a hushed room.
Daniel w. Fletcher
SPRING SUMMER 26 Campaign
Daniel w. Fletcher
SPRING SUMMER 26 Campaign
And the formality orchestrates its own quiet spectacle. Ballroom-wear emerges, tuxedos primed for a ceilidh high above the heather, crystal buttonholes glimmer through the mist, organza shirts breathe, drifting with their own internal weather. An urge arises to waltz, or simply to move with intention, carrying each garment across moorland and parquet, each piece calling for nerve, imagination, a willingness to lead it toward uncharted places.
DANIEL w. FLETCHER fills the scene with winks and sidelong gestures—stripes swell with volume, stepping boldly into the foreground, shorts carve themselves close to the edge, displaying knees as new protagonists. Corsets lace up, commanding presence and precision, every tie mapping out new lines for the body’s story. Faux fur overcoats settle across shoulders, weighty and resolute, built for winters that extend as long as one pleases. Each element declares its own prominence, every piece carrying the romance of tradition while responding to the pulse and rhythm of the world outside nostalgia’s reach.
Daniel w. Fletcher
SPRING SUMMER 26 Campaign
Fabien Kruszelnicki’s photography seals the collection in filmic mist, Ruben McDowall flickers between silhouette and apparition, the Highlands rising as protagonist, the model inhabiting the landscape and the lambswool, styling shifting toward the realm of myth. Drama floods the images, comedy bubbles beneath—berets propose riddles, organza murmurs replies, thistles linger with prickly patience, always first to greet a visitor.
The collection drifts toward unsettled ground, finding comfort along the periphery, taffeta trousers sweeping up the grass, faux fur surrendering itself to the force of the wind. Resilience glimmers alongside lightness, each look blends the regal with the ridiculous, composing a wardrobe for those who flirt with romance and savor irony, an assembly of garments that welcomes the world, offers its hand, and releases a trace of heather and irreverence into the air. Art direction by James West, grooming by Sophie Jane Anderson, yet the narrative unfolds with greatest clarity out in the weather, cast across skin, carried forward on bodies in motion.
Daniel w. Fletcher
SPRING SUMMER 26 Campaign
Daniel w. Fletcher
SPRING SUMMER 26 Campaign
Daniel w. Fletcher
SPRING SUMMER 26 Campaign