New Esprit campaign teases brand refresh

Esprit has unveiled its summer 23 campaign starring Jazelle Zanaughtti and said it’s teasing what’s to come via its planned brand refresh. It “celebrates Esprit’s new brand pillars — playful, modern, and cool with an attitude of irreverence and mischief delivered with maturity, and poise,” we’re told.

Produced by Dake Gonzalez at Shake Productions, the campaign “marks the beginning of a new era” for the brand that says it’s “back and here for a good time. Rules no longer apply, and Esprit welcomes you to come along on the journey. Beginning with a summer refresh that teases what’s to come”.

Shot by Richard Phibbs in Miami, Florida, as well as Zanaughtti, the cast of models includes Aube Jolicoeur, Chiharu, Icaro Marques, Josh McGregor and Hunter Warr.

The company is aiming to introduce “a new generation to the brand that thrives on the energy of optimism, confidence, and togetherness. The campaign and collection take what customers already recognise from Esprit, what they have nostalgia for, and reposition them in a way that feels fresh”.

The women’s pieces featured “are inspired by the places, cities, and lifestyles experienced while on holiday”. They’re characterised by a focus on warm-weather fabrics like linen, Tencel and seersucker, featured on key garments for summer nights — dresses, jumpsuits and “statement separates in bold prints”.

The men’s collection meanwhile “carries a weightless feel in the spirit of exploring and embracing movement”. The spotlight is on linen-blend suiting, denim shorts paired with nautical-striped tees, and retro camp shirts. 

Esprit said the focus on stripes “inspires a classic jet-set look that feels of-the-moment, completing a wardrobe that allows the wearer to feel confident and free”. 

The collection launches on 27 April on the US webstore and later in the spring at global locations.