“Tradition & Modernity” – the Hackett London Spring/Summer 2025 brand campaign celebrates the strong bond between father and son, the richness of their heritage, and the evolution of their style. At the heart of the campaign are the iconic duo, Carlos Sainz (father) and Carlos Sainz (son), internationally renowned motorsport icons whose shared history aligns seamlessly with Hackett’s values.
The relationship between father and son transcends familial ties. It symbolizes the transmission of values, a harmony of wisdom and youthful energy, and the balance between tradition and modernity. This enduring connection inspires Hackett’s latest campaign, which captures the essence of the Hackett man: a distinguished individual, sophisticated yet versatile, who navigates every stage of life with style and purpose.
Shot by New York-based fashion photographer Arnaldo Anaya-Lucca, the campaign uses a British manor house and its idyllic gardens as its backdrop. The images capture precious moments between father and son, from the gesture of adjusting a tie to a scenic drive or a game of backgammon together. These vignettes reflect a bond built on mutual respect and shared values, while allowing each to express their individuality. This interplay reflects Hackett’s philosophy: timeless style that evolves alongside personal expression.
