Swedish clothing company Dressmann wants you to be #JustTheWayYouAre with new ad campaign

One of the "real men" models for Dressmann. Photo credit, screenshot from Dressmann video.
One of the "real men" models for Dressmann. Photo credit, screenshot from Dressmann video.

When it comes to male fashion, we’re used to seeing it being advertised by men with perfect bodies. Pretty much something like this.

Until Swedish clothing company Dressmann released an ad campaign with men of all sizes in an attempt to challenge the idea society has on what a perfect man looks like.

One of the "real men" models for Dressmann. Photo credit, screenshot from Dressmann video.
One of the “real men” models for Dressmann. Photo credit, screenshot from Dressmann video.

The marketing director for Dressman, Knut Vidar Nielsen, commented on the campaign by saying the company is hoping to contribute towards changing the “one-sided” image society has on some bodies being better than others. Thereby the slogan, “For perfect men”. Before you scroll down for the Twitter feedback the video got, have a look at it and make up your own mind.

https://www.youtube.com/watch?v=F-N5nMdg0ng

If you find yourself questioning the need for such an ad, The Local Sweden might have the answer. They reported on Nordic men’s concerns over appearance rather than money in an article related to the Dressmann ad. According to a survey by pollsters TNS Sifo for Nordic clothing brand Dressmann, 37 per cent of Swedish and Norwegian men had experienced negative feelings about their looks in the first six months of the year. This in comparison to 30 per cent having similar insecurities when it came to their relationships, and 34 per cent about their finances.

Based on the Twitter feedback the video received, they seem to have pretty much nailed it. So is this the kind of advertising we’ll see for male fashion in the future, or was it just a one time thing?

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