Lands’ End × Harris Tweed: Modern Heritage Made Visible
Brand Direction | Creative Direction | Campaign | Content | PR | Autumn 2025
A 16 piece capsule collection bringing together the enduring heritage of Lands’ End and the exceptional craft of Harris Tweed,
interpreted through a contemporary European fashion lens.
The Context
As Brand Communications and Creative Director for Lands’ End Europe, I developed a new creative direction for the brand, rooted in Modern Heritage: a more editorial, relevant and emotionally engaging expression of Lands’ End for today’s European customer.
The Lands’ End × Harris Tweed collaboration became one of the clearest expressions of that direction. It connected the brand’s longstanding relationship with quality, durability and outdoor style to the heritage, craftsmanship and cultural significance of Harris Tweed.
The Creative Idea
The campaign was designed to make heritage feel desirable again: not nostalgic or overly traditional, but confident, stylish and entirely relevant to modern wardrobes.
At the centre of the collection was the exclusive Oakham Tweed, inspired by the Rutland landscape surrounding Lands’ End’s European home. Deep blues, soft greens and grounded natural tones informed a capsule that felt authentic to place, while opening up a more contemporary fashion conversation for the brand.
Rather than presenting tweed as formal or occasion specific, the creative direction placed it within a modern lifestyle world: oversized tailoring, textured knits, leather, layered shirting, loafers, boots and accessories styled with personality and ease.
The Campaign
Captured in the Scottish Highlands and at The Fife Arms, Braemar, the campaign created a cinematic setting for the collection: richly atmospheric, beautifully crafted and grounded in landscape, character and place.
The visual language balanced the ruggedness of the Highlands with the refinement of an iconic Scottish hotel, creating imagery that felt both authentic and aspirational. It was a world in which traditional cloth, contemporary styling and confident personalities could live together naturally.
The result was a campaign that positioned Harris Tweed not simply as a heritage material, but as a modern wardrobe proposition: versatile, elevated and designed to be worn with individuality.
The Collection
The 16 piece Lands’ End × Harris Tweed capsule centred on exclusive Oakham Tweed and included contemporary outerwear, tailoring, knitwear and accessories.
Through styling and storytelling, the collection moved beyond conventional country dressing, showing how heritage pieces could work as part of a confident, modern wardrobe. It was an expression of quality and longevity, but with enough fashion relevance to appeal to a new audience.
My Role
As Brand Communications and Creative Director, Europe,
I led the creative and brand expression of the collaboration across campaign, content and communications.
European brand direction
Defining Modern Heritage as the creative lens through which the collaboration would be expressed.
Campaign concept and creative direction
Shaping the visual world, narrative, styling ambition and overall creative character of the campaign.
Content and channel expression
Developing the campaign for use across brand content, digital channels, social storytelling, ecommerce and communications.
PR storytelling
Creating a clear editorial narrative around craftsmanship, place, modern wardrobe relevance and the relationship between Lands’ End and Harris Tweed.
A New Expression of Lands’ End Europe
Lands’ End × Harris Tweed marked a defining moment in the evolution of Lands’ End Europe.
It made Modern Heritage visible: an expression of the brand built on craftsmanship, quality and enduring style, but reinterpreted with a more editorial, fashion aware and emotionally engaging point of view.
A campaign rooted in legacy, made relevant for now.
Press and Recognition
Lands’ End × Harris Tweed received strong editorial attention across fashion, lifestyle and national media, helping position the collaboration as one of the clearest expressions of the new Modern Heritage direction for Lands’ End Europe.
The campaign and collection were featured across The Times, The Observer, Marie Claire, Glamour and Wardrobe Icons, with coverage recognising its blend of Scottish craftsmanship, contemporary styling and a more elevated fashion point of view for the brand.
Together, the coverage helped establish Lands’ End × Harris Tweed as a defining creative moment for Lands’ End Europe: grounded in provenance, quality and craft, but styled and communicated with modern relevance.
Selected Coverage
The Times
The Observer
Marie Claire
Glamour
Wardrobe Icons
