“An exploration of the archetypes of men past and present, this season’s campaign pays homage to the men that live and breathe amongst us- three individual characters that typify the pillars of masculinity. With our roots in traditional tailoring and a rich British sensibility, we seek to amplify the sartorial qualities of our clothes through the portrayal of men in various fields and lifestyles.”

Fronting the campaign is English model, Matt King, a lanky young man who imbues the brand with a refreshed spirit of youthfulness and gusto. With his chiseled good looks, intensity of expression and adaptability, the man takes on three different personalities with panache. Here, allow us to introduce the Genteel Patriarch, Self-Made Man and Heroic Artisan.

With a textured, tea-stained canvas forming the backdrop of the shoot, images come alive with a rich, romantic quality. Hard lighting is employed to create greater contrast, enhancing the colours and textures of the clothes while amplifying the inner strength of the men in play. Shadows add a sense of intrigue- highlighting the complexity and faceted nature of the various personas.

With three distinct hair changes, and a variety of props in place to complement the archetypes, the studio was abuzz with good energy and excitement. Styling was also carefully considered to suit the personality of each man- from the regal, structured layers of the Patriarch, to the clashing prints and high-impact colours of the Self-Made Man to the slouchy, drapes adorning the Heroic Artisan, each archetype marched to his own unique beat.

First up- we introduce the Genteel Partriarch, where Matt inhabits an old soul trapped in a youth. A gentleman in his own right, he is the far-sighted, benevolent aristocrat. Decked in sumptuous layers of wool blends and fine cotton, he epitomizes regality and classicism. Never seen without a decorative detail, he adorns his suits with a deep red carnation, strategically placed on the lapel. A silver and black walking stick serves as his weapon of choice, a final touch to his elegant bearing and good-natured ways.

Seven outfit changes later, Matt is transformed into the Self-Made man. A portrait of wealth and success, think of him as a contemporary of Richard Branson or Lapo Elkann. A risk-taking go-getter, he is the connoisseur of all things luxurious and fine. Brash and rash at times, he wears his heart on his sleeve- with flashy colours and highly mixed-and-matched styles forming the bulk of his wardrobe. A pea coat is paired with a candy-striped shirt and white pants, while pastel-hued socks and polished brogues complete the look. Props like boxing gloves, a glass with whiskey and newspapers raise the stakes a notch higher.

Next, Matt’s sleeked and parted hair is momentarily teased into a voluminous and tousled mop. His facial hair becomes more pronounced while his clothes take on rustic, bohemian layers. Styled to mimic a war-torn hero, a struggling artist and a passionate activist all at once, Matt now assumes the role of the Heroic Artisan. Honest, loyal and civic-minded, he is clad in profound layers and gravitates to rich, earthy tones. Scarves are the choice in his wardrobe, while a vintage medallion pinned to his sweater is a badge of honour he wears with pride.

24 looks later, the shoot comes to an end and the men lay their stories to rest. However, the wise sage, successful entrepreneur and rigourous idealist will continue to live among and in us all.

(We’d like to thank the good people from Dr. Martens for their shoes.)

Posted in Features