US – The menswear brand is championing its inclusive sizing in its most expensive campaign to date, Project172. The initial 30-second advert spot features 172 models wearing the brand’s trousers to showcase many size and fit options.
While body diversity is often a topic of debate in women’s fashion circles, it is rarely explicitly talked about in menswear. ‘There’s a really interesting conversation to be had around the evolution of masculinity, and the power of diversity and inclusivity,’ Micky Onvural, co-president of the brand, told AdAge. He adds, ‘Bonobos as a brand could not just have an impact on the men that it sells to and how they see themselves, but also have an impact on the conversation.’
Following the campaign, the brand will release a mini-documentary discussing what masculinity means to the 172 individuals that took part. For more on the growing body diversity conversation amongst men, look out for our New Masculinity series, launching May 18th.