The Dunhill’s Moments of Reinvention

June 27, 2021

Upon joining British tailoring brand Dunhill in 2017, Mark Weston began developing a modern and sharp identity by twisting the conventional style of this British tailoring brand. Having previously held the role of Senior Vice President of Menswear at Burberry for nearly ten years, Weston has an instinctive respect for heritage, while understanding the importance of cool and desirable clothing in menswear today.

How do you define the future?

I define the future in terms of the possibility of ideas, responsibility in actions and innovation in creation.

Can you be a designer without thinking about the future?

I don’t personally believe so. As a designer you have to have a vision — often something that doesn’t exist yet — which requires thinking ahead and realising that creation in the appropriate time.

What does the future’s aesthetic look like, to you?

The future’s aesthetic is not defined and shouldn’t be, and it will never be only one aesthetic. It will continue to change shape as design evolves through experimentation and innovation in materials and manufacture as a reaction to changes in culture and society.

How did 2020 change your outlook for the future?

I developed an initial sense to stop and reflect — to reflect on the last three years and focus on what is important to stand behind, which meant standing by my own beliefs that are also relevant for Dunhill. 

Why is the future such an important element of fashion?

The future is about possibilities and the opportunity to have a vision for change, beauty and responsibility. Fashion must move forward.

How do you imagine fashion changing in ten years?

In ten years I hope fashion changes radically. Historically, through moments of massive cultural, political and social change, important new fashion movements are born. 

Where do you see yourself in five years?

Continuing to lead this incredible British luxury house.

What is one thing we can start doing now that could positively impact our future?

Buy less, buy better. Take a stance and commit to changing old habits.

What concerns you about the future?

That the investment of time to learn skill and experience as a foundation to a practice will lose value in generations to come.

What excites you about the future?

Possibilities and reinvention.

Your wish for the future?

To be pushing those possibilities and moments of reinvention.

What about fashion will remain constant: what is permanent across past, present, and future?

Fashion will always be a reaction to cultural, political and societal change. That’s important.

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