Mr Porter has unveiled its spring 12 campaign, with a cheeky slogan, blue skies, white sand and smoldering celebrity looks.
The campaign, featuring sons and grandsons of icons - Ethan Peck, Tuki Brando and grandson Logan Plant sporting casual spring trends on an idyllic get away beach - continues last season’s theme of lineage.
“We’re interested in style, talent and storytelling,” said Mr Porter editor in chief, Jeremy Langmead, “and so we chose three people who encompass all three. Brando, Peck and Plant not only look good, have an individual style, and three very different career paths, but they are descendants of style icons, too.”
The campaign will launch tomorrow.