Reinventing the white shirt
With Raymond Whites, the brand set out to own a category within ready-to-wear by reimagining the most universal wardrobe staple - the white shirt.
By questioning what white truly represents, we built a distinct identity around versatility, style, and legacy. From the name and packaging to the 100 styles proposition, every element was crafted to celebrate the many expressions of the contemporary gentleman.
A striking black-and-white visual language gave the campaign its signature look, brought to life across print, outdoor, and digital platforms.
The campaign nearly doubled retail footfalls, drove sharp growth in white-shirt sales, and earned Raymond an Effie Silver - reaffirming the brand’s authority in menswear.
