We highlighted this by breaking the narrative into different colour stories inspired by the motley hues of autumn. Special attention was given to hero the shirt in ways that flattered the style credentials of the brand.

We loosened the formal tag of ‘Raymond’ by displaying the shirts in unpredictable ways - a chest placed on a heap of dry flowers or a casually thrown in bag, or by having models casually perched on a bench, regardless of the creases that it caused.

It was a portrayal of style as seen by a man who embraced ease and grace without trying too hard to be perfect. The communication questioned many fixed notions of a perfect man. Can he embrace his softer side? Wear pink or floral patterns? Peep out of a bunch of flowers?

It was Raymond as never seen before.