Home / Knowledge / News / Fashion / Mathew Avedon as new face of John Lewis menswear
Mathew Avedon as new face of John Lewis menswear
31
Mar '09
John Lewis announces Mathew Avedon as the face for John Lewis menswear marking the launch for its Spring/Summer fashion campaign. The announcement sees the department store group tapping into the newly emerging “Machosexual” era. With consumer trend experts at London Metropolitan University and John Lewis' Head of Creative concurring that this year will see the rise of the “Machosexual” as a result of changes in the global economy.

Paul Porral, Head of Creative at John Lewis, says: “Today's changing and challenging environment will signal the end of an era for the much-celebrated metrosexual male, who made his debut in the mid 90's.”

Adrian Edwards, Head of Menswear Buying at John Lewis, adds: “Around 70% of menswear purchases at John Lewis are at least co-stimulated by women, so it is important that the male image to support our Spring Summer menswear campaign resonates with women as well. We felt that the changing economy has created a massive shift away from the 'metrosexual'. We briefed our agency to create a campaign featuring a distinctly 'machosexual male' - who like Sean Penn or Clive Owen - exudes a traditional ideal of masculinity as well as that of a style icon.”

John Lewis set out to find a model who would epitomise this emerging male archetype. Choosing Matthew Avedon, a super-model renowned for spending no time in the gym, preferring instead to skateboard. Avedon's rugged good looks and chiselled features have led him to numerous runway appearances and advertising campaigns from Calvin Klein to Giorgio Armani.

Paul Porral, Head of Creative at John Lewis, says: “Our male customer will identify more with the machosexual archetype than the metrosexual. Whilst he is style aware, he is unlikely to fight for mirror space with his girlfriend or borrow her fake-tan or hair-spray. We felt Mathew fitted our brief perfectly, he presents a quintessential masculine look.”

Where the hallmarks of the 'Metrosexual' are: sensitivity, acceptance and softness; the current changing economy has forced men and women to reconsider the way they choose to dress and express themselves. Jeremy Baker at the London Metropolitan University and John Lewis' Creative Director Paul Porrall define the hallmarks of the modern day “Machosexual”.

The Machosexual:

§ An outdoor sports enthusiast: Participation is key.

§ A protector: He will take care of his family and community.

§ His work style: He looks great and feels comfortable in a suit, from Hackett or Charlie Allen, slightly waisted highlighting a broad shoulder silhouette. Pairing this with a tie in bright confident colours and bold cufflinks to create a statement. Unlike the metrosexual he doesn't want to stand out from the crowd as a fashionista, but he is happy to play with colour and cut to achieve a polished, classic and stylish look.

§ His weekend style: He is most comfortable in jeans and a t-shirt which suits his love of outdoor activities. He favours brands such as Barbour, Crew, Polo Golf. In footwear he favours classic English brands with a modern twist, such as Grenson and Loakes considering them investment pieces. When really dressing down he wears Converse trainers, a bright coloured boat shoe or Haviana in or the summer. He doesn't wear throw away fashion like the metrosexual.


Must ReadView All

UK retailers may face extra £190 mn in business rates

Apparel/Garments | On 21st Sep 2018

UK retailers may face extra £190 mn in business rates

Retailers in the UK are likely to face an extra £190 million on their ...

Courtesy: EFI

Textiles | On 21st Sep 2018

Digital textile printing expected to grow at 20% CAGR

Digital textile printing is at this time about 3-4 per cent of all...

Bangladesh demands better prices for garment items from US

Apparel/Garments | On 21st Sep 2018

Bangladesh demands better prices for garment items from US

Bangladesh sought better prices for its exports, especially garments, ...

Interviews View All

Top executives, Retailers

Top executives
Retailers

Weak rupee breeds inflation

Top executives, Textile industry

Top executives
Textile industry

It will take some time for the people to change their buying choices

Deepak Jain, Baggout

Deepak Jain
Baggout

We are using Facebook and Instagram to promote ourselves

C Dhandayuthapani,

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Erik Sy,

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Himanshu Jariwala,

Himanshu Jariwala

J Korin started as a partnership firm with four powerlooms in the textiles ...

Steve Cole, Xerium Technologies

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Alfonso Marra, Klopman

Alfonso Marra
Klopman

It was in 1968 that Klopman introduced the concept of poly/cotton workwear ...

Lynda Kelly, Suominen Corporation

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Sidharth Sinha, Sidharth Sinha

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Robert Brunner, Devereux

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Igor Chapurin, Chapurin

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


September 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search