A brand repositioning statement and campaign that empowered Bonobos to stand up for what it believes in.
The October 2017 issue of the Bonobos catalog features a tagline I developed to highlight the importance of not just how someone looks, but who he/she is as a person. Inside are a series of biographies I wrote about the newest Bonobos models: the Role Models. Additionally, I crafted a manifesto that tied them all together while unequivocally declaring the brand’s industry-innovating intention to champion the talent, impact, passion and drive of individuals making remarkable contributions to society. Because these are our Role Models.
“Role Models Not Male Models” was part apology for falling victim to traditional fashion industry norms and part step forward to become a brand that could take a defensible stand within the world of men’s fashion.
Our goal was to reposition Bonobos within the fashion industry. To redefine the brand, we wanted to reposition Bonobos as a source of inspiration for modern men. We featured a range of influencers and everyday men—a former astronaut, a chef, a journalist, a criminal justice advocate who also happened to be a record executive and two brothers who rowed across the Atlantic ocean. These men better represented diversity across age, body shape, industry and achievement than the same fashion models Bonobos was sharing with every other brand. Our work came to life through print, digital, ooh and podcasts, leveraging platforms and media to reach brand loyalists and expand brand awareness.
