London, digital art and Kenta Cobayashi – how Dunhill reinvented its spring/summer 2020 collection
One design features a warped and twisted version of a 1960s image of the brand’s outlet in London’s Jermyn Street
Everything is going digital in the luxury world of fashion. Dunhill, for example, has taken a digital remix for its spring/summer 2020 collection. The brand has collaborated with Tokyo-based digital artist Kenta Cobayashi.
He has taken four images from the Dunhill archive, selected by its creative director Mark Weston, and reworked them into his signature style, which involves semiabstract mangling of figurative images, featuring angular splotches of digital colour like melting pixels or deformed Möbius strips, inspired by his hometown.
One of them, for example, depicts a warped and twisted version of a 1960s image of the brand’s outlet in London’s Jermyn Street, while another applies the same treatment to a vintage ad campaign for the brand’s Rollagas lighters.
The stark, graphical results have been printed on a range of items from the new collection, including bags, shirts and hats. It marks the first time Cobayashi has been involved in designing a fashion collection.