Marketing Your Brand 101: MJ Bale SS13/14

When Drew, Susie and Matt told us about the concept for the MJ Bale Spring/Summer 2013/14 campaign we all had a bit of a chuckle – menswear and the beach, maybe not? Well, I think the results speak for themselves – they’ve hit the dart board with a perfect 180. I can’t recall the last time I was so captivated by a look book. The team at MJ Bale and photographer Mr Hugh Stewart have pulled off a really innovative concept showing us just why the brand is the fastest growing menswear label in the country.

This years SS13/14 look book was shot in two parts, an editorial style shoot with friends of the brand and a second rather avant-garde beach shoot. The two ideas were then fused to create a beautifully balanced look book with a really interesting story. Often brands can get caught up in the ‘fashion’ side of producing their look book with fabulous models in fancy studios which all seems a tad forced and fake. I think MJ Bale have done a great job of avoiding that stereotype by using a combination of creative relaxed shots featuring their new range and shots of ‘real’ Australian men who wear their product everyday, not that Brad (the model) wasn’t real, he was a lovely guy. Being good friends of the brand since day one we were invited to participate in the campaign along with a myriad of legends who completely outclassed us – it was however a bit of fun!

Check out our favourite images below and head to MJ Bale’s website to view the full look book.















James is the Founder and Editor of The Versatile Gent.

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