‘The idea of the dunhill man is multiple, not singular. And in turn, so is the idea of Britishness – something crucial to dunhill and the way we approach style here’ says Mark Weston, Creative Director of dunhill London. ‘There is not a single way of being British, there are many; there is classicism and tradition as well as an idea of the contemporary and shifting. In many ways, the campaign is about literally showing these different perspectives at once.’

In the Autumn Winter 2018 campaign, the reflection becomes the visual metaphor for a multifaceted approach; towards luxury fashion, masculinity and what defines a British brand respectful of tradition yet finding a new voice in contemporary culture right now.