What does Scottish heritage mean today? That’s the question Scottish designer Charles Jeffrey and Johnnie Walker hoped to answer with their new campaign, starring Honor Swinton Byrne, Tilda Swinton’s daughter.
Joining up to produce a unisex fashion collaboration that encapsulates and celebrates the vibe of modern Scottish culture, Charles Jeffrey LOVERBOY and the Johnnie Walker Experience’s capsule is predictably playful (a Charles Jeffrey staple) and embedded within Scottish culture.
We spoke to Honor Swinton Byrne about her appearance in the campaign including a starring role in “The Walk,” a short film shot on location at The Johnnie Walker Experience in Edinburgh, and what Scottish heritage means to her. Keep reading to find out.
Charles Jeffrey is a Scottish icon, a legendary designer, and I know he is also a friend of yours. What does it mean to you to be in his latest campaign?
“It means the world. To go from supporting from the sidelines for so many years, witnessing all the behind-the-scenes logistics as a pal, to collaborating in a big first for both Charles and The Johnnie Walker Experience is an honour. I will follow Charles wherever he goes.”
The campaign is described as a celebration of “modern Scottish culture.” How would you personally define that?
“I love that the culture of Scotland has remained fairly steadfast over the years, encouraging creativity, tenacity and the ability to express love openly as a community. From the outer Hebrides where Gaelic is still a first language, to the drag scene in Glasgow’s west end, there’s nowhere else you’ll be welcomed quite like it in Scotland.”
What was it like growing up in the Scottish Highlands? Any anecdotes you can share with us?
“I can now appreciate it was a blessing to grow up somewhere so remote, but at the time I was kissing boys just so they’d give me a lift into town.”
What’s your personal favourite piece from within the capsule collection?
“The cap with the cute illustration of Charles' famous banana boots.”
Which piece feels the most like home?
“The scarf. Comforting and resilient against sharp Edinburgh winds, with a LOVERBOY edge.”
The collab’s capsule pieces move between three archetypes: the Sartorialist, the Siren, and the Rebel. Which would you say you identify the most with and why?
“I’ve been each of these over time. I think of myself as the Rebel, punky and vivacious, but maybe my pals would say I’m the Siren, romantic-minded and playful.”
The Rebel in particular references LOVERBOY and Johnnie Walker’s connections to the Scottish underground music scenes. Do you have any memories of this growing up in Scotland?
“I think the rave culture and live music fires up a sense of chaos and comradeship in Scotland. My first proper night out was at Nice n Sleazy in Glasgow. I caught the bug for underground techno and found Sneaky’s and Bongo’s in Cowgate when I lived in Edinburgh.”
Why do you think it’s important that brands like Charles Jeffery and Johnnie Walker champion Scottish heritage and culture?
“Charles and The Johnnie Walker Experience complement each other so beautifully; both are pioneers in extending the vibrancy and rarity of Scottish imagination and produce globally.”
What’s a Scottish word, phrase, or saying you think is fitting for the collaboration?
“Charles is a Skinny Malinky if ever I saw one.”
To shop the Charles Jeffrey LOVERBOY x Johnnie Walker capsule collection, hit up The Johnnie Walker Experience in Edinburgh or visit this link to shop online.
Featured image via Charles Jeffrey LOVERBOY x The Johnnie Walker Experience©
More on Culted
See: Cecilie Bahnsen x Alpha Industries is gorpcore for the fashion girls
See: Moncler Grenoble FW26 is rooted in legacy and buried in snow
