Australian suiting brand Politix has launched its Spring/Summer campaign and collection that features over 150 new styles.
The new campaign is intended to challenge traditional perceptions of masculinity, and will launch in both out-of-home across all major cities in digital large format, street furniture, rail and posters.
General manager Ian Worthy told Ragtrader that Politix will also be investing heavily in its digital presence with affiliates, digital display, paid search and social.
The campaign, titled ‘The Gentle Man: Show more of the man you are’, includes a short film that introduces viewers to a Darce Montgomery multiverse. Montgomery (pictured) joined Politix as its ambassador in January 2023 and officially launched the brand’s Autumn/Winter 2023 collection in March.
The new film features a private conversation between Montgomery and a series of other versions of himself, each an aspect he has been holding back.
“Our AW23 campaign ‘The Gentle Man’ was well received so for SS23 we wanted to build on this with something even more thought provoking, with an additional layer of storytelling and humour bought to life by Dacre’s incredible talent,” Worthy said. “Our objective is to capture the attention of the audience and challenge traditional perceptions of masculinity.”
Politix head of marketing Megan Voss said the idea was to continue the conversation about modern masculinity.
“The Spring/Summer Gentle Man campaign is an exciting evolution of this discussion, that playfully shows that a man is more than one dimensional, inviting men to show more of the man they are,” Voss said.
“The multiple Dacres featured wearing a selection of outfits from the collection are there to show the many sides of his personality in a fun and engaging way, challenging the false narrative of men only ever daring to show one side of themselves, usually an ultra-masculine one,” Worthy said.
Worthy said the new Politix range includes a colourway selection of lavender, fuschia pink and cobalt blue, with fabrics including linen, cotton and Australian wool.
“The Australian Wool collection we launched at the end of the AW season has proved to be a great success which we will build on throughout spring/summer with some fresh new colours, as well as the introduction of pure linen, cotton and linen blend suiting,” he said. “The navy linen double-breasted suit with gherka pant is a particular favourite of mine.
“We are also expanding our range of more casual products that complement the formal offer including lightweight bombers, pleated chinos, textured T-shirts and polos, that can all be mixed and matched to really elevate our customer’s everyday wardrobe.”