After the opening of the Simpson Piccadilly store and after launching the DAKS brand, Alexander Simpson needed to create a new advertising campaign to promote DAKS and entice new customers.
A fan of the excellent work and techniques of illustrator Max Hoff, Alexander met with Hoff in the 1930’s and commissioned him to work on a series of illustrations for DAKS from the early 1940’s. These later became the signature style of Simpson’s Piccadilly and DAKS menswear.
The colourful illustrations successfully captured the elegance and charisma of the DAKS man. Always showing impeccably dressed male figures in a smiling and relaxed attitude and with the introduction of womenswear into the DAKS brand, this included a fashionable, elegant and charming woman.
These iconic illustrations were first used in the direct mail brochures and went on to be featured in all DAKS advertising campaigns until the mid-1960’s.