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.

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James is the Founder and Editor of The Versatile Gent.

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