Written by Menswear Style in New Collections on the 3rd February 2014

No one seizes opportunity more so than Sir Ben Ainslie; after completing his most successful sporting achievement ever sailing in the 2013 America’s Cup in September last year, Sir Ben returned home to support the brand he calls family. 

Honouring his many achievements Henri Lloyd celebrates a true Modern Day Pioneer in their Spring 14 campaign. Inspired by the brand’s rich marine heritage, Henri Lloyd have crafted a beautifully executed campaign shot by esteemed fashion photographer Steve Harries and features brand ambassador Sir Ben Ainslie, the most successful sailor of all time - achieving 4 Olympic Gold Medals, 11 World Championship titles and 9 European Championship titles in his career to date. 

We sit down with Craig Prest, Creative Director of Henri Lloyd to find out more about this high profile collaboration: 

How did the link up with Ben come about? 

"Henri Lloyd have been working with Sir Ben since 1995. At first supporting him through the early days of his sailing career up until today when it's much more a case of Ben helping us developing bespoke sailing gear whilst sharing and honouring his increasing achievements on and off the water."

Tell us about the new collection 

"Spring 14 is all about investing further into strong nautical looks and the very best of British design. From seafaring stripes and colour blocking to indispensable seasonal staples the collection is easy to wear and easy to style. The offer is bold in its use of colour, fabric and detail embracing springs new trends for nautical influenced pieces. We have seen a lot of bright colour on the catwalk spanning the tonal spectrum from primary's to almost fluorescents and whilst we have celebrated colour we have made sure to anchor the collection in foundational marine blues. We also worked hard to start bridging towards next season when the trends smarten, watch out for sport tailoring and the return of the short suit." 

The collection seems to have a new feel, are you heading in a new direction? 

"No, we are still very much grounded in our brand values and DNA. Influenced by the sea yet very aware of what's happening else where. Directionally you have to respect the ever decreasing divide between the worlds of sportswear and fashion. It's no longer enough to throw a technical fabric into a winning style and call that new, our consumer is much too savvy and won't accept that level of hybrid design. Its now leaning much closer to developing new construction methods and finding details that are unexpected and refined. So no it's not about a new direction but much more about knowing your identity, where you have come from and where you are going." 

Any exciting plans for the next 6 months we should know about? 

"Always but then if I told you they would cease to excite! All I can say is that we are working hard on all aspects of the brand from newly developed technical innovations through to more modern contemporary looks. We have just been showcasing some of this at Pitti and I'm currently writing this from ISPO where we are meeting with most of our partners working on some new technical developments. 2014 is a year when you will see Black Label start to influence and have greater resonance within the market whilst our lifestyle offer also increases its focus on having an individual POV."

The new face of the Henri Lloyd Spring/Summer 2014 campaign is olympic champion Ben Ainslie.