All Aboard! Belstaff’s Latest Event Takes Fashion Community Back to Its Past
Uncovering its grailed archives for the first time in brand history.
For the ultimate celebration of its 100 year anniversary, Belstaff hosted a special community event in its birthplace of Stoke-On-Trent last week. Following the launch of heritage-inspired drops earlier this year, it continued to hone in on its history with a new archive exhibition and series of dedicated brand experiences.
Kicking off the day, guests gathered from around London to embark on the Belmond British Pullman Train at Victoria Station. An emblem of British history, the restored 1950s train was chartered specially by the brand to transport attendees back to the past with Art Deco interiors, tableware, and artwork. Among the attendees onboard was model and podcaster Danny Lomas, fashion content creator Magnus Ronning, and designer Priya Ahluwalia.
Upon arriving in Longton, Stoke-On-Trent, the 150 guests made their way to Gladstone Pottery Museum for the exhibition. Just a short walk from its original Caroline Street factory, the area around the venue was decorated with commemorative murals and branded displays depicting the Belstaff founders. Beside the entrance, Ineos Grenadier 4×4 vehicles from its recent collaboration with the car brand were also stationed to celebrate the occasion.
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Jackson Frederick
Guests were led through an orange-lit tunnel emblazoned with historic images to a cobbled courtyard for a presentation of the Autumn/Winter 2024 collection. At various intervals, models switched from technical outfits of thick puffers and durable pants to everyday looks composed of wool coats and washed denim jeans, displaying the versatility of the upcoming range.
One of the kiln rooms that housed the exhibition was dedicated to the evolution of the Trialmaster jacket with its most famous pieces hoisted onto the upper ledges. Meanwhile, the larger indoor space featured a curation of other garments, categorized into outdoor gear, sports clothing, and motorcycle jackets as visitors got a first-hand look at the never-seen-before archive.
Going from old to new, the brand later hosted the finale of its Cloudmaster Prize Fund with the shortlisted four students. Their outerwear prototypes – outlining the students’ individual responses to the brief of reimagining Belstaff for the future – were showcased earlier in the day for the guests and judges. After much anticipation, the panel came together to discuss the students’ inspiring journey and swiftly announced the winner of the program.
Finishing the day’s events in the same way it had begun, the guests headed back to the British Pullman where they enjoyed a four-course dinner and drinks whilst flicking through the pages of the brand’s Our First 100 Years book.
Stay tuned to Hypebeast to find out more about the winner of the Cloudmaster Prize Fund.
To enter the Belstaff archives, head to its website now.
