SPEED DEMONS: It was no coincidence that Belstaff shot its fall ad campaign at Goodwood, the sprawling estate in West Sussex, England, famous for its horseracing, and the annual Festival of Speed motor sports competition. On Saturday night in London, Belstaff staged a cocktail party and preview of its men’s wear collection that will show later this month in Milan. It also showcased one style from the soon-to-be-unveiled Goodwood Sports and Racing Collection by Belstaff. “They’re the clothes you actually do sports in,” said Charles Gordon-Lennox, also known as Lord March, whose family owns the Goodwood estate and who founded the Festival of Speed.
The new collection will offer 20 to 30 pieces, including outerwear, knitwear, trousers, and shirts for sports and outdoors enthusiasts and will cost roughly half the price of the Belstaff main collection. The Goodwood collection will be sold through Belstaff stores starting in February, and will likely be sold at wholesale. It will also have its own ad campaign and its own business strategy. During the cocktail, March said that some of the pieces – such as the oiled Trialmaster jacket on display – would feature the Gordon family tartan. And speaking of families, Belstaff’s chief executive and co-owner Harry Slatkin said he’s changing his last name to March. “It’s part of the contract,” he said in gest.
Belstaff’s creative director Martin Cooper said the main collection was inspired by the “romanticism of travel” and features looks including oversized leather mailbags, bonded leather trenches, and suede and crocodile biker jackets.