Belstaff hosted an elaborate event that played on its motorcycle heritage this London Fashion Week to celebrate the opening of its new flagship store in the capital.
With David Beckham as host, the British-born brand closed off part of New Bond Street to welcome a parade of 50 authentic bikers. They were wearing both new and vintage pieces from the brand, but as its supposed to be worn, on the road and getting dirty, which is exactly what the team wanted to capture.
As a result, they hired Scott Schuman of The Sartorialist to do so. The well-known street style photographer shot a series of intimate portraits of some of the bikers, seven of which, as well as one of Beckham, are now live on the Legends section of Belstaff’s website, which is also home to images of its oldest jackets and the icons who have worn them.
Each of the stars – David Parr, Nate Petre, Josh Wasserman, Hugo Jezgabel, Mark Phillips, George Barden and Pat McAteer – features alongside a mini interview saying who they are, what bike they ride and where they find their inspiration. Collectively they are referred to as the “modern legends of Belstaff”. (Clicking on their pictures leads to the corresponding product page too).
I’ve also been privy to an early cut of a video set to launch in a couple of weeks time documenting the bikers travelling from the historic Goodwood Estate to Mayfair. It’s a beautiful testament to both Britain and the brand. Look out for it.
Beckham will also front Belstaff’s spring/summer 2014 global advertising campaign. It will be photographed by Peter Lindberg and inspired by the late Steve McQueen, a long-time fan of Belstaff. Further pictures of Beckham at the opening of Belstaff House in London are below: