Raymond, the iconic menswear brand and market leader in menswear fabrics makes a relatively late entry into the linen category, but with immense style.
Can a brand synonymous with woollen suiting fabrics for 90 years, effectively extend its brand esteem for its new range of linen? Can this range become an opportunity to show brand Raymond in a more contemporary expression of style and fashion?
The brand stance and tag-line stemming from purity was already in place. The trick was in bringing it to life in a still medium, while also staying honest to the complete man, both old and new.
Linen is a 100% natural, sustainable fabric. Its imperfections are part of its natural beauty and charm. Quite like the gentleman who feels real and comfortable in his own skin.
Our words and pictures focussed on all the gorgeous, natural textures and imperfections worth celebrating in man and linen. A visual language was created where nature, linen, fashion and Instagram could co-exist together. Tightly zoomed-in shots that captured the beauty of fabric and feeling. A look that was deliberately minimal and naturally beautiful.
This also applied to the hair, skin and make-up of the models. Their only styling accessories were flowers and leaves found on location. The protagonists were visualised as an extension of the same natural ecosystem. Much like linen is.
What’s surreal? And then what’s real? Is it what the hand feels? Or is it something that moves the heart? With headlines, photography and a natural visual language that captured the beauty and purity of the fabric and the ever-evolving dimensions of man, the campaign demonstrates the fabric in the form of feeling. Where everything co-exists in a meditative pause that almost feels like it was painted by God.