Written by Daniel P Dykes
I've always thought of London Fog as being akin to Old Spice: your father wore it when you were young, you probably considered wearing it in your early teens as you moved from childhood to being a young adult, but that's about where it stopped. Decidedly old school, and not in the cool Brit prep kind of way, the clothier appears to have come up with a solution for the negative brand associations many of us hold:
- Hire supermodel Gisele Bundchen
- Get said model to strip naked with London Fog offerings loosely draped across her perfect torso
- Pray for a comeback

Only time will tell if it's a formula that can ensure London Fog success.
See if their (potential) luck will rub off on to you; peruse all the pictures of Gisele Bundchen for London Fog Autumn (Fall)/Winter 2009/2010 by clicking the thumbnails below.
Written: 30th July 2009 at 03.43
Author
Written by Daniel P Dykes.
Traditionalist and futurist are two of the labels applied to Daniel, but he sees the two as being in perfect balance. With a keen eye on the future and his finger on the pulse he helps keep fashionisers everywhere ahead in the fashion stakes as Fashionising.com's lead fashion trend analyst. Believing that the late-2000s credit crisis will be ultimately good for fashion, Daniel sees a future for fashion where grounded in traditional values; where luxury fashion again comes to represent quality production as opposed to being solely label driven.
Currently based in Melbourne, Daniel is Fashionising.com's Editor in Chief and Chairman.