Playing on the meticulous detail that goes into making all 63 components of a perfectly fitting Jermyn Street shirt, Lucky Fox created 22 oversized deconstructed shirt installations to suspend in each of the Charles Tyrwhitt 22 store windows.
Each deconstructed shirt component was methodically handmade by Lucky Fox’s very own specialist makers.
Flanking the shirt installations were large angled mirrored panels and oversized numerals printed in the brand’s iconic tie patterns to echo the campaign’s messaging, which were all produced by Lucky Fox.