John Smedley’s new Icons campaign begins with a simple proposition: some pieces earn their status through decades of wear. Titled “Exceptional Since 1784,” the campaign celebrates the British knitwear maker’s long history with thirteen signature styles photographed by James Anastasi and styled by Luke Day.
John Smedley Icons Campaign
Models Alexander Acquah and Felix Friedman bring a contemporary perspective to the collection, appearing in portraits that place the focus on proportion, texture, and craftsmanship. The black-and-white imagery strips away seasonal cues, allowing Sea Island cotton polos, extra fine merino roll necks, and cashmere layers to stand on their own merits.
John Smedley pairs lightweight knits with wide-leg tailoring and relaxed silhouettes that feel entirely current. The result shows how garments rooted in tradition continue to find relevance in modern wardrobes.
Manufactured in England’s Peak District, where John Smedley has produced knitwear for more than two centuries, the collection reflects an enduring belief in quality materials and longevity. Icons frames heritage as something living, showing how a well-made knit travels across generations and gathers history with every wearer.
Sea Island cotton gets a closer look in John Smedley’s edit of the Adrian, Isis, and Oakman polos, shot by Jonathan Daniel Pryce against London’s neoclassical stonework.
