Sir Ranulph Fiennes


SO FIENNES: Sir Ranulph Fiennes, the British aristocrat, explorer and writer, has become the latest famous figure to front the Belstaff men’s campaign, which was shot by Rankin and breaks on Jan. 25.

The campaign, “Worship the Ground,” will appear on the brand’s Web site and social channels, while Belstaff is also planning to advertise on YouTube with 15-30 second videos.
The images will be rolled out in the store’s windows and points of sale, while wholesale accounts will have access to it as well.

Fiennes, a cousin of Joseph, Ralph and Martha Fiennes, was part of the first successful expedition to cross the Antarctic continent unsupported, a voyage that took 93 days. In 2009, Fiennes became the oldest British person to scale the summit of Mount Everest, and has crossed both the North and South Poles. His many books include “Mad, Bad and Dangerous to Know” and “The Coldest Journey.”

The 71-year-old follows the path of David Beckham, who’s done a series of campaigns for Belstaff, and who most recently starred in the brand’s short film “Outlaws.”

Belstaff has clearly not had its fill of British explorers: Levison Wood, another record-breaking adventurer, was a guest at the brand’s show, after having returned from his latest challenge of walking the length of the Himalayas.

The story of the expedition, which involved six months of trekking over 1,700 miles, is currently being aired on Sunday nights on Britain’s Channel 4 and the book was published this week. Belstaff has named a jacket after him, The Levison, which will be on sale starting February.

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