Moss has this week launched a new rebrand campaign with creative agency The Corner, under the title of ‘Men of Style + Substance’.
It’s the first campaign The Corner has undertaken for Moss since winning the earlier this year, and it is now running on out of home (OOH) billboards – including at Tottenham Court Road tube station.
There is also digital out of home (DOOH) sites such as at Westfield London and Westfield Stratford – where Moss has stores, as well as a short campaign film that was shot in Marrakesh, available as video on demand (VOD).
It’s all about telling a story, with light-hearted "words of wisdom" working alongside images of a model sporting Moss’s latest SS25 collection of lightweight linen suiting, casual cardigans and more formal attire.
Straplines include ‘Eat well, dress better,’ ‘If in doubt, cardigan’, ‘Every man needs 8 hours sleep and functional buttons’, ‘Go forth and crease’, and ‘The trick to tying a bow tie? Don’t.’
Brian Brick, Chief Executive Officer of Moss, said: "Significantly increasing our investment in brand marketing to get more people to do a double take on Moss is a vital part of our growth plans.
"Our product, stores, pricing and service have all changed dramatically over the last few years and now we need to tell more people about this. I'm delighted with the work that The Corner has produced and look forward to seeing the impact it has on our customers - new and existing - and our bottom line."
Tom Ewart, Chief Commercial Officer at The Corner, added: "Everyone knows style isn’t just about what you wear, but how you act. ‘Men of Style + Substance’ celebrates this duality, showcasing the stylish new SS25 collection alongside some light-hearted words of wisdom for our man to live by too."
The campaign launch this week follows hot on the heels of Moss unveiling its refurbished and upsized 5,038 sq ft flagship store at 299 Oxford Street in London, as well as a new 3,000 sq ft store at Birmingham’s Bullring.
Another new store at Manchester’s Trafford Centre will follow in July, taking Moss’s UK store count to 116.
