New Flannels Ad Campaign ‘In A New Light’ Features London’s Very Own, AJ Tracey And Raye

By Rachel Tooley | November 12, 2019

After the recent opening of their new flagship store on Oxford St, leading luxury retailer Flannels have launched a new ad campaign featuring two of London’s very own superstars – AJ Tracey and Raye. In celebration of London’s creative community, the campaign puts into perspective the sentimental relationship between fashion and music, which has shaped decades of British culture.

AJ Tracey, UK rap artist who smashed the charts over summer with ‘Ladbroke Grove’, stars in the advert to represent the AW19 menswear collection. Alongside his music career, Tracey is idolised by a generation for having an impressive reputation when it comes to clothing and style, something that made him a perfect fit for the campaign. After his breakthrough in 2016, AJ Tracey has created a number of tracks whilst collaborating with names including Skepta, Dave and Not3s. In a recent interview with Flannels, the star listed a number of musical influences that he has taken inspiration from throughout his career, “James Brown, LL Cool J, Mobb Deep, Bob Marley, Vybz Kartel, basically people from every single genre. I couldn’t single out a genre and say this is my main influence. I listen to UK garage, I got brought up on old school hip hop, dance, I’m from Trinidad so soca music, everything really.”

Hailed as another one of London’s most exciting talents this year, singer Raye will also be representing her hometown within the ad campaign, to showcase the womenswear on offer within the new range. After writing songs for names such as Beyonce and Charli XCX, Raye is dominating the charts herself, with tracks including ‘The Line’ and ‘You Don’t Know Me’ – a song made in collaboration with DJ, Jax Jones. “I mean London is such a special place, I feel like it’s a home to so many different cultures. I love it, I loved growing up in Croydon, it was a bit rough around the edges. I love buses, I love public transport, I’m in love with London as many people are. It’s such a contagious environment.” As the collection ties in with Raye’s very own streetwear aesthetic, the campaign pieces together a perfect balance of playful and luxury fashion.

Sporting labels including Gucci, Off-White, Balmain, Versace and Prada, the pair effortlessly illustrate the diversity behind Flannels within both the campaign and photo series. Styling the new seasonal must-haves, ‘In A New Light’ will feature in store and online to promote the new AW19 products. Products which are highlighted within the campaign include the Gucci Captain G Denim Jacket and GG Velour Jogging Pants, worn by AJT himself.

The collection is available to shop now in store and online at Flannels.com

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