Shot in Preston Bus Station, a brutalist landmark tied to the rhythms of working-class Britain, our campaign captures the raw beauty of movement and routine. The setting is both everyday and iconic, echoing the collection’s balance of heritage and modernity.

The campaign title, “All Routes Lead To The Terraces”, connects our roots in football culture with a wider story of community, identity, and belonging. Channeling the juxtaposition of this meeting and departure point, where we honour and build upon our 130-year legacy, weaving the stories already told, whilst creating the space to confidently move forward, and into our next chapter.

AW25 is about heritage being observed, not romanticised.