The Spirit of TRAFALGER

“Nature alone is antique, and the oldest art. Of all the seasons, she has her own beauty, and her own peculiar charm. And all her changes are so gradual, so gentle, so constant, that we can scarcely perceive them, as we pass from the cradle to the grave, from the morning to the night.”

These are the words of Charles Dickens, a representative novelist of the British Victorian era, famous for "A Christmas Carol." They serve as an excellent guide to understanding Dunhill's TRAFALGER event.

TRAFALGER is a unique, installation-style exhibition event held annually. Invited guests were chauffeured from their hotels in black cars bearing the "dunhill" logo to the venue, Silver Hall. They arrived at a colossal structure.

Amidst a production that evoked the feeling of experiencing all four seasons in a single day, Alfred Dunhill's beautifully elegant collection was unveiled. The event commenced with the sound of drums. The music selected by Dunhill masterfully expressed the rhythm and grandeur of the British seasons: "The Lark Ascending" by Vaughan Williams, the exquisite orchestral masterpiece "Love in Distance" by Oscar-winning Chinese composer Tan Dun, and Sigur Rós's pure and ethereal "Hoppipolla." All were imbued with the emotions of the changing seasons. The performance featured Charlie Siem, Britain's renowned violinist, and a nine-piece Chinese orchestra.

On a stage resembling a grand snowball, 64 Asian models stood, clad in garments that embodied the timeless elegance of a British luxury menswear brand. They remained almost motionless. Before them, a beautiful hologram unfolded. The use of scent and lighting, inspired by film noir, added a graceful mystery to the experience. The guests were captivated by the fantastical visuals.






Dunhill was born on Jermyn Street, but the name TRAFALGER, used for this event, carries a specific meaning. When viewing Britain through the lens of history, TRAFALGER is a significant location, referring, of course, to Trafalgar Square. The British hero Admiral Nelson famously defeated the combined French and Spanish fleets under Napoleon's command in the Battle of Trafalgar. Nelson's statue gazes down upon this square from atop a 51-meter column. It is, in a sense, a place of triumph akin to the Arc de Triomphe in France, an icon symbolizing Britain.

One might ask why Dunhill is holding an event in Shanghai. Shanghai is transforming day by day. Those who visited Shanghai just a month ago would undoubtedly be astonished by its ever-changing face. The speed of this transformation is such that locals jokingly say what used to change in a year now changes in a month, a week, and even a day.






The TRAFALGER event in Shanghai is Dunhill's profound expression of respect for China's remarkable progress. Shanghai, a great metropolis in China. Dunhill is captivated by the creative energy and vibrancy that overflows here. Their vision is to make Shanghai a sanctuary for fashion and luxury. Paradoxically, Dunhill states: "London is the Shanghai of the West." This reflects Dunhill's deep respect for Shanghai.

Global Marketing Director, Jason Beckley, commented:

“Alfred Dunhill has been dedicated to craftsmanship for over 120 years. It is a wonderful thing to wear and carry something made with such sincerity. The difference is palpable. In our hyper-fast modern society, this is often forgotten. However, Dunhill is a brand that pursues the highest quality in everything it does. 'Trafalgar' is a prime example of this. 'Trafalgar' is Dunhill's 2012 global menswear presentation, following the success of 'Home' in London in 2011 and 'Momentary' in New York in 2010. As a retail-focused brand, Alfred Dunhill can set its own schedule and audience. This allows us to fully express the brand's imagination and, this year, to celebrate and honor a magnificent city like Shanghai.”

It is undeniable that people live in a global and rapidly changing society, with information spreading quickly across borders and technology advancing at an unprecedented pace. Yet, humanity also possesses the invaluable asset of wisdom cultivated over long histories. Dunhill's clothing and its expression embody precisely this. What was felt upon experiencing TRAFALGER was a harmony with the rhythms of nature. It was an event that brilliantly presented Dunhill's unique duality of tradition and innovation.



Dunhill / Richemont F&A Japan
Tel. 03-4335-1755
www.dunhill.com
https://www.facebook.com/AlfredDunhill