John Lewis has signed up model Matthew Avedon, grandson of photographer Richard Avedon, to front its menswear advertising campaign.
It is the first time that John Lewis has used a “face” within menswear advertising, and follows on from last year’s womenswear campaign using model Karen Elson.
Elson also features in John Lewis’ current spring campaign, which launched this week.
Avedon will feature in a low key campaign this season, which will use in-store graphics and online lookbooks, however a larger menswear campaign will be launched in the autumn.
Avedon will promote John Lewis’ own label and branded offer, which includes Barbour, Gant, Hackett and Tommy Hilfiger.