There are very few people that celebrate the idea of Britishness as consistently as Margaret Howell. The legendary designer whose career spans over four decades has been building the image of clean design oozing with simplicity and luxury at the same time. In that process of creating a signature look, Margaret Howell’s atmospheric ad campaigns take significant credit. A photographer who more recently became synonymous with Howell’s understated visual universe is Alasdair McLellan, known for his candidly nostalgic and mostly black & white imagery.

An image from the Margaret Howell spring/summer 2017 campaign starring Erika Linder in Hastings shot by Alasdair McLellan

In celebration of 13 years of the Howell x McLellan collaboration and ahead of the designer’s first co-ed show for autumn/winter 2017, the duo is organising an exhibition at the Margaret Howell London store at 34 Wigmore Street. Over 40 photographs capturing the classic looks in the moody atmosphere of the British Isles will be on display in one of the most interesting retail spaces in London. Between Dieter Rams’ minimalist shelves, the cashmere jumpers and the vast range of design books, McLellan’s romantic melancholia will fit right in.

The Alasdair McLellan for Margaret Howell 2004-2017 exhibition opens tomorrow and is on display until March 19 in Margaret Howell’s Marylebone store at 34 Wigmore Street, London W1U 2RS.

Text by Dino Bonacic