Jason Beckley began his career in fashion by studying BA Fashion Design and Development at LCF. Since graduating in 1997, his diverse career has taken him all over the world and has included periods at YSL, as part of the design team; Nike EMEA, as European Apparel Product Line Manager; and at Alexander McQueen as Brand Director.
Since joining British heritage brand Alfred Dunhill as the General Manager for the Western Region EMEA and the Americas in 2009, Beckley has risen to the position of Global Marketing Director. In his current role, Beckley has been instrumental in the company’s expansion into the Middle East, including the launch of the Alfie’s restaurant in Abu Dhabi.
Beckley revolutionised the way that fashion is viewed with ‘Trafalgar,’ the holographic show of Dunhill’s AW12 collection, which aimed to celebrate their ethos of “making things properly.” Beckley also launched the brand’s global advertising ‘Voice’ series, featuring monologues by accomplished British men, such as Harland Miller, Charlie Siem and Sir David Frost. The ads do not mention any products, but are intended to highlight the achievements of the personalities. Beckley’s explains “What I like about ‘Voice’ is the choice of people; strong, creative individuals who are British to the core… this cleverly links back to the heritage of the brand - all the way back to the roots of Alfred Dunhill.”