Stockholm – To promote the launch of its autumn/winter 2013 menswear collection, retailer COS has enlisted five prominent men from a range of creative disciplines to front the campaign, rather than well-known faces.
Men’s fashion critic Charlie Porter and furniture designer Fredrik Paulsen join the line-up with Nacho Alegre, co-founder of interiors magazine Apartamento, graphic designer Zak Kyes and restaurateur David Waddington. Each man is pictured with his favourite thing, looking impeccable in COS tailoring and a muted colour palette. Instead of being unreasonably aspirational, the images are approachable for the COS customer.
Men are becoming increasingly disengaged with advertising that features celebrities, and are now seeking icons that are ordinary men known for excellence in their field. To learn more, book a place at XX v XY, our Autumn/Winter 2013 Trend Briefing.