Reinventing the White Shirt
To strengthen its readymade clothing presence, Raymond launched Raymond Whites, a category dedicated to the timeless white shirt. Built on the insight that white isn’t just a colour, but a canvas of endless possibilities, the campaign celebrated 100 styles of white — brought to life through minimal black-and-white visuals and evocative storytelling. From product naming to packaging, microsite to media, every element reinforced the brand’s legacy in a modern context. The impact? Store footfalls nearly doubled, white shirt sales surged, and the campaign won an Effie Silver in retail effectiveness.
