Aquascutum
COLLECTION AUTUMN/WINTER 2011

‘English Icons’, the inaugural collection under the design direction of Joanna Sykes, brings together a new, clean aesthetic with Aquascutum’s rich brand heritage to present
a fresh British look for the house.

The collection is outerwear and tailoring focused. It explores the
redefinition of the essential pieces in the British winter wardrobe.
The Trench, the Field jacket and the Pea coat are playfully reinvented
with tonal colour blocking and exaggerated proportions. Collage
construction with unexpected mixes of fabric and texture bring a new
sense of modernity to heritage pieces.

Aquascutum was founded in 1851 by high quality tailor John Emary with the mission to provide stylish protection from the unpredictable British weather. John Emary invented and patented the innovative technique of shower-proofing wools and was the first to introduce rain repellent cloth.
The name Aquascutum originates from the two Latin words ‘aqua’ (water) and ‘scutum’ (shield). Aquascutum plays an intrinsic role in the history of the trench coat; from the British Government’s commission of John Emary to design an outer garment for the officers in the WW1 trenches, to the invention of the Raglan sleeve to the deconstruction and re-interpretation of the trench and innovation of modern shower proof fabrics.
Aquascutum continue to dress the powerful, from British Royalty and politicians such as HRH King Edward V11, Winston Churchill, Sophia Loren, Greta Garbo, Sean Connery, Cary Grant, Humphrey Bogart and Peter Sellers. Today, Aquascutum dresses the modern day stars of stage and screen including Duffy, Dev Patel, Noel Clark and Nicholas Hoult.
Aquascutum has been part of London city life for nearly 160 years. Its heritage is rooted in excellent British tailoring and to this day delivers an understated, British elegance.
Available in key department stores and boutiques globally, including Harrods, Selfridges, Bergdorf Goodman and Bloomingdales. Aquascutum came back to British ownership in September 2009.
The company is now headed by Harold Tillman and Belinda Earl, who was appointed Group Chief Executive.
Joanna Sykes was appointed in May 2010 as Design Director across menswear, womenswear and accessories.