Aquascutum's new boss, Kim Winser, arrives for the firm's catwalk at London Fashion Week. Networking, she explains plans to make the £220m-firm profitable within three years.
Loss-making Aquascutum wants to shake up its James Bond-style men in suits image. "We haven't been engaging new customers for the last couple of decades," says Ms Winser.
Before Aquascutum, Ms Winser made golfwear hip, turning knitwear firm Pringle into a £100m business in about five years. She plans to push into Europe and the US.
London Fashion Week is vital for business, Ms Winser tells BBC News, as "all the main fashion writers and main buyers are in town" - not least the renowned fashion editor Suzy Menkes.
Expect to see more of Aquascutum this autumn. Japanese firm Kaleido paid £47m for a 22% stake in Aquascutum's parent company Renown, and is keen to spend big to push the brand.
Behind the glamour, there have been rainy days as Ms Winser shook up the boardroom to make room for her lieutenants from Pringle, Susie Murray and Charlotte Thomas.
Aquascutum started in Regent Street in 1851, kitting out army officers with waterproof coats. Ms Winser wants to use that heritage to create a business worth £500m within five years.
The show is Aquascutum's first since Ms Winser took charge. Putting Pringle on the catwalk helped that label's revival and she hopes it will work again for Aquascutum's "urban look".
This is fashion, so lets kiss-kiss! Why the chief gets all the credit is beyond head designers Graeme Fidler and Michael Herz, the creative power at Aquascutum's Shoreditch studio.
Jody Hopkinson is here to tidy up, but not as a wannabe fashionista. An out of work PR, she's more interested in the business behind the brand than the action on the catwalk.
At the pub, actor Pierce Brosnan is more than just the face of Aquascutum. "Shaken, not stirred," quips one drinker. The Bond-image may be here to stay. Text/photos: Jorn Madslien.