It used to be that if you wanted your clothes seen on trendy men, you hired a model, a photographer, perhaps a white tiger, and you took some photos. But that was the Seventies and such contrived set-ups no longer fly with consumers. Nowadays, the holy grail of marketing is authenticity, and a sense that once the cameras have stopped rolling, the subjects will continue to behave in the same way.
In fashion that can be particularly difficult because being well turned-out isn’t exactly a job. Unless that is, you form a collective, like The Sartorial Seven. The concept is simple enough: bring together a group of men, all impeccably dressed, with a background in or around style, and set them up as an authority on all things sartorial, hence the name.
In this case the collective, founded by menswear PR Terry Donovan and comprising personal shoppers, models, editors and photographers, were asked to contribute a touch of their own creative flair as they made a video for Dutch super brand Scotch & Soda. Shot over two days 'Meet us in Amsterdam' is, we suppose, the fashion world's equivalent of a music video. The clothes look impeccable and the city looks great. No sign of a white tiger, though.