New Collaboration with iconic retailer

5 Jul 2021

Capturing centuries of heritage in a tartan, this week we are proud to announce the collaboration with British luxury great, Fortnum & Mason. Collaborating to design the iconic retailer’s first brand tartan in their 314-year history, we are thrilled to be able to showcase their beautiful design.

Home to joy-giving gifts and unforgettable experiences, Fortnum’s turned to us to perfectly capture its rich heritage. Renowned for capturing stories and turning them into timeless design, our founder and creative director was trusted to deliver an exquisite brand tartan that is the perfect marriage between Fortnum & Mason’s history and their future.

The tartan is one of many colours and they all perfectly reflect the spirit of Fortnum’s; if you have ever visited its Piccadilly store you will know that it isn’t afraid of a little colour! looking at the vibrant yarn in the tartan you can see the yellow of their glistening golden chandeliers and honey produced by their rooftop bees, the red of the Lobster admired in the food court, and the one colour that tops them all….Fortnum’s signature Eau de Nil.

Whilst the inspiration very much comes straight out of London, the Fortnum’s tartan is Scottish made.  Proud of our Scottish textiles, the lambswool picnic blankets were mill woven in a family run, artisan mill, helping to sustain Scotland’s famous textile traditions.

Through this collaboration and creation of a brand tartan, Fortnum & Mason has perfectly captured its centuries of history into one exquisite design that can be treasured and enjoyed by families for centuries to come!

In a world where heritage is ever more important to consumers and brands alike, the need to tell stories never been greater, and Araminta has woven Fortnum’s illustrious history into every colour and thread.

Araminta Campbell, founder and Creative Director said “Fortnum & Mason are synonymous with British luxury, so to have the opportunity to capture their rich heritage in tartan for the first time has been an incredible privilege.”

Jo Newton, Head of Buying, Hampers, Fashion Beauty & Home at Fortnum & Mason said: ‘We are so excited to launch Fortnum’s first tartan in our 314-year history in partnership with Araminta Campbell. From our Royal service through 12 monarchs to our rooftop beehives, Araminta has brilliantly woven our unique story into all its colours and threads, and created a contemporary yet timeless tartan – and a truly distinctive picnic rug.’

If you would like to purchase a piece of Fortnum’s history, please visit the Fortnum’s site and secure your beautiful tartan piece today. Let the summer adventures begin.

If you are interested in capturing your own heritage and commissioning your own unique tweed or tartan design, please contact us at contact@aramintacampbell.co.uk today.