Topman introduces this season’s key styling principles through a new campaign, ‘The New Rules’. The campaign said to be designed to “inspire guys to mix existing wardrobe pieces with some new additions” is a global initiative by the retail brand that sees them challenging consumers to break the rules, by having none. Dream Team frontman and VEntertainment presenter, Mthoko ‘Dash’ Mkhathini, has been announced as the campaign’s local face. “I’m excited about the campaign and happy they approached me and appreciate my fashion sense,” he told True Love Magazine in an interview.
For The New Rules campaign, Topman has rounded up a few of the world’s trending style influencers; including Serge DeNimes brand owner Oliver Proudlock, TV presenter and entrepreneur Darren Kennedy, creative consultant and editor Eric Jess, New York social media star and lifestyle blogger Justin Livingston and Berlin designer Patrick Mason, making Mthoko the South African representative. This campaign brings these men together to showcase how to wear the brand’s 5 New Rules, in their own unique ways.
“Guys want look smart, maybe for an event or work, but don’t want the confines of a shirt and tie. They can easily opt for a plain tee or smart looking pair of track pants and still look like they mean business,” explains Gordon Richardson, Creative Director at Topman. According to the brand, each rule has been created with current and upcoming trends in mind.
This is a big deal for Dash as this is the first collaboration of this nature for Topman SA. I’m truly happy for Dash because this is another showcase of someone who took charge of their brand and is now reaping off the rewards in a major way.
THE NEW RULES PRESENTED BY DASH:
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