Belstaff Coats at Young Ideas, Ashbourne

Young Ideas and Mackney Photography team up for a photo-shoot of fashion icon Belstaff - founded in Stoke on Trent nearly 90 years ago

The historic setting of Darley Abbey Mills was chosen by local companies Young Ideas and Mackney Photography for a dynamic photo-shoot to celebrate the overhaul and relaunch of luxury leather and outerwear brand Belstaff. Under new direction, the iconic label is again making an impact on the fashion world.

Proving that on-trend luxury fashion can be found outside of London, Young Ideas owner Anne Wright is expanding the business online and has opened a new store in Bennett’s of Derby. Young Ideas philosophy is similar to Belstaff’s: acknowledge heritage while embracing change. Belstaff has combined a history of cutting edge leather and waxed cotton technology with a chic new ready-to-wear line. The company, founded by Harry Grosberg in Stoke on Trent almost 90 years ago, quickly became the adventurers’ staple with its mix of style and innovative fabric: the iconic ‘Trialmaster’ jacket introduced in 1948 is still a covetable piece of kit for motorcyclists and fashion lovers. Belstaff icons have included Che Guevara and Steve McQueen while Angelina Jolie, Victoria Beckham and Will Smith are current fans. There is also excitement around the new face of Belstaff: actor and motor cycling enthusiast Ewan McGregor is leading the autumn/winter 2012 advertising campaign set in Goodwood House.

Young Ideas has been selling Belstaff investment jackets and boots for many years and is one of only a limited number of stockists, outside London, Milan and New York, with the ‘new’ Belstaff. ‘The label sells well in this area because women want highly wearable and desirable clothes that flatter and fit without compromising on expert quality and cut,’ says Anne Wright. The new range includes the 4-pocket ‘Roadmaster’ and ‘Trialmaster’ jackets, the quilted ‘Aynsley’ jacket, the ‘Weskit’ quilted gilet, and the ‘Donovan’ jacket, which features a quilted body and ribbed knit sleeves. Then there are wardrobe staples such as the ‘Lydford’ black skinny jeans, cropped biker jackets and ‘Sussex’ burgundy puffer, which can be teamed with the new ready-to-wear knitwear collection. As a standout piece, the ‘Dover’ coat fuses biker chic with high-end luxury and cutting-edge design, which is what the new Belstaff is all about.

The new range features in this autumn 2012 shoot at Darley Abbey Mills. Model Oona, wearing key pieces, was joined by friends and family of the Young Ideas team for the fun and informal occasion. Photography and Style Direction: Simon and Wendy Mackney www.mackney.com. Hair and make-up: Natalie Clarke. Copy: Alice Goodman and Helen McArthur

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