No outfit holds perennial, nostalgic power like uniforms. And KENT&CURWEN knows exactly how to nail that. Its new collection is a sartorial manifesto—a fashion statement that speaks volumes, challenging conventions and setting new standards for British style. Under the vision of Daniel Kearns, the brand is taking its British heritage and flipping it on its head, blending tradition with a dose of rebellion that’s equal parts iconic and subversive.
Historically, KENT&CURWEN was all about uniforms—Oxbridge academic dress, sports kits for the Henley rowers, and cricket gear that even Hollywood legends couldn’t resist. This collection shakes off any stuffy preconceptions of fashion from this world, with each piece making a bold impression and refusing to fade into the background.
Kearns taps into a paradox presented to working with uniforms. Its typical intention is to be designed for conformity, yet this designer has chosen to reimagine its potential as a tool for self-expression. This collection is a nod to the greats who’ve mastered this art: Johnny Rotten’s punk attitude, the aristocratic swagger of Cecil Beaton’s Bright Young Things, and the royal coolness of Princess Anne. These aren’t just references, they’re blueprints for how KENT&CURWEN is redefining British style for a new generation.
Expect all the brand’s classic elements, such as the English Rose and the Three Lions crest, but reworked with a contemporary twist. The familiar gets a jolt of the unexpected, with unconventional proportions, clashing colors, and a vibe that screams “modern prep” with a side of edge.
The campaign, shot by Glen Luchford, perfectly captures this energy. It’s all about those serendipitous encounters that only the British capital can offer—brief but impactful. It’s a visual love letter to a city that thrives on its contrasts.
As KENT&CURWEN gears up for its SS25 London show on September 14, it’s clear that the brand is doing more than just reviving old-school British style and is definitely not here to play it safe—proving that tradition and rebellion aren’t opposites but two sides of the same coin.
Discover the collection here.