Australian menswear retailer Politix has appointed Australian actor Dacre Montgomery as its next brand ambassador and the face of its AW23 campaign.
Politix GM Ian Worthy said the announcement comes as the brand drives through a 'full brand reset'.
“Politix has undergone an exciting transformation over the past six months and Dacre is the perfect representation of this new era for Australian menswear and our brand,” Worthy said.
“We are proud to offer a range that inspires our customers to express their individuality and experiment with bold and classic trends and we know Dacre’s unique sense of style will resonate strongly with our customers while inspiring the next generation of tastemakers.”
The brand reset includes all touchpoints such as website, product, store, concessions and marketing.
Montgomery was born and raised in Perth and rose to international fame after landing breakthrough roles as Billy Hargrove in Netflix’s Stranger Things and Steve Binder in Baz Luhrmann’s Elvis.
The 28-year-old has also been nominated for SAG, MTV and Teen Choice Awards and he most recently won the 2022 GQ Actor of the Year award in Australia.
Montgomery will be involved in Politix’s AW23 campaign launching in early March, which is expected to reveal a new direction for the brand and a fresh take on menswear.
The announcement was marked with an intimate dinner at Sydney’s Restaurant Hubert.
Speaking at the event, Montgomery welcomed the new ambassadorship.
“I always love coming home to Australia, especially in summer,” Montgomery said. “LA can feel overwhelming at times, so it’s great to be home in a relaxed Aussie environment and feel grounded with my friends and family.
“I have been lucky to work with incredible brands and people around the world and still think Australia has some of the best fashion and creative talent, which is why I am so grateful to be the face of such an iconic Australian menswear brand in Politix.
“I’ve always enjoyed experimenting with looks, being creative with my own personal style. I had a lot of fun with the team exploring the new season collection, it’s definitely a more expressive collection and new direction that I know everyone is going to love.”