The campaign was designed to demonstrate the versatility of tailoring and showcase the expert craftsmanship of the SS17 collection. Through a cohesive strategy rolled out across all platforms, the campaign offers style advice for every eventuality, informs the customer about the quality of products and perfectly demonstrates both the modern and the slim fit.

The modern man is a busy man, he needs his tailoring to work for him and buying a suit needs to be straightforward and easy. An ill-fitting suit is a travesty - gentlemen need guidance choosing the right suit.

For this reason, the lookbook is at the core of the campaign. Designed as a tool for tailoring experts to use in store featuring aspirational looks, the lookbook tells a story of the modern man’s week. The lookbook offers style advice and talks the customer through the product most suited for them in terms of occasion, style and fit.

Photographer — Jay Mawson
Stylist — Natalie Armin
Make up — Paula Maxwell
Videography - Light Speed Film Co