Duke + Dexter is living the good life for SS24

Duke + Dexter is living the good life for SS24

by Ollie Cox
2 min

Duke + Dexter might be Soho’s loafer of choice, but for Spring/Summer 2024, the London shoemaker has left clammy commutes and towering skyscrapers behind, opting for the tranquillity of Saint-Tropez for its La Belle Vie Campaign. 

In case you didn’t know, La Belle Vie translates to the good life, and it’s no secret that Saint-Tropez is one of the chicest spots in the world. It is a regular haunt for film stars, F1 drivers, and a boatload of rich and famous people. It was this easy-going elegance that inspired Duke+Dexter’s SS24 collection, immersed in the vineyards of St. Tropez’ Provence Wine region, winding down on wicker chairs and chilling out in the old fishing town. 

Think orange trees and vintage French posters in transit, featuring the Wilde Orange Penny Loafer, Moulin and Champagne Printed capsule which sees the return of Rattan in all of its glory. 

Campaign shots show styles including the Wilde Mule Loafer and Wheat Fields embroidered Penny loafer worn against the backdrop of orange-tinged sun-soaked walls. Later in the campaign, an easy-going holiday mood is captured by tracky-clad protagonists who relax by the pool, playing cards, drinking wine and eating pastries – dreamy, we know. We also see Duke + Dexter’s Wilde loafer paired with relaxed-fitting shorts and crisp, tucked-in Oxford shirts, in keeping with the grandeur of a French Riviera interior setting. If this hasn’t got you gagging to get away, nothing will. 

The campaign is obviously Spring/Summer, but it captures the versatility and year-round styling potential of Duke + Dexter’s core styles, which will serve you all year round from those Summer getaways to Soho swift ones on a cold Thursday night. The Saint-Tropez setting taps into the aspirational world of Duke+Dexter, which imagines what an “end goal” can look like whilst still remaining wearable and attainable. Previous campaigns have also seen this worldwide aspirational approach applied, most recently in FW23, which saw Luca Fersko front a western-style desert shoot. 

The Duke + Dexter Le Belle Vie Campaign is now available on the Duke + Dexter website

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