Freddie Windsor Joins the Savile Row Fold

Style : Hardy Amies is the last name in English style. He speaks for a generation, or two, in how style communicates through dress.The presentation at London Fashion Week's Menswear Day was a very stylish event, and one that is not to be forgotten easily. It set the tone for the Autumn/Winter 2010 trend of tailoring perfectly.

For four decades, Sir Hardy Amies was dress maker to Queen Elizabeth II and the company extend that relationship with Lord Frederick 'Freddie' Windsor, making him the new Royal Brand Ambassador.

Lord Frederick Windsor prefers a more traditional choice for his wardrobe, as he explains: “I wear the more classic English style well, it’s a look I feel at ease with and comfortable in”. Lord Frederick’s distinctively English look pays homage to his father, Prince Michael of Kent. Athletic, confident, with effortless style and charismatic personality, Lord Frederick is the embodiment for the new Hardy Amies Man.

Now, still emanating from the elegant townhouse at 14 Savile Row, Oliver J. Benjamin, new Design Director for Hardy Amies, has picked up the baton and presents his first collection for the brand. Sir Hardy Amies’s mantra, “A man should look as if he bought his clothes with intelligence; put them on with care; and then forgotten about them”, drives Oliver J. Benjamin’s ethos as he has now created clothes for Town, Country, Weekend and Evening.

Town – City-inspired with British, classic suiting - from navy herringbone to grey birdseye. Highlights in this range are a faint chalkstriped flannel suit and a navy pindot, single breasted 1-button suit.

Country – British tweeds, world famous and perfectly cut. Black and grey-flecked Donegal tweeds are cut into single and double-breasted suits.

Weekend – Single breasted blazers, including a textured navy hopsack, are worn with mid-grey and charcoal grey flannel trousers.

Evening – The style the Englishman does best, the range includes Oliver J. Benjamin’s homage to Sir Hardy’s signature evening jacket with a midnight blue barathea dinner suit, also available in black.

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