A tailoring torture test

by Maud Largeaud , AdForum

If the world is getting hotter, what are we supposed to wear to keep cool? “Wool” is not the answer that springs to mind. But wool actually “breathes” in warm climates, which is why menswear retailer M.J. Bale created a range of “cool wool” suits for summer conditions. To prove that the suits keep men sweat-free, the brand dressed British weatherman Alex Beresford in one of them and sent him on an expedition to the hottest places on earth. From Dubai’s desert to Death Valley, Alex chose his next destination based purely on how hot it was forecast to be. Needless to say, he remained impeccable. Meanwhile, the store’s customers could test the suits themselves in a specially-installed sauna. Global warming doesn’t mean you have to get hot under the collar. 

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Latest News

Whybin\TBWA follows up award-winning GAYTM campaign with full rebrand of AZN's Oxford Street branch in Sydney

In honour of the 10th anniversary of the bank’s Sydney Gay and Lesbian Mardi Gras sponsorship, ANZ will become GAYNZ.

In a public display of pride, the bank’s Oxford Street branch – at the heart of the Mardi Gras parade route in Darlinghurst – has been rebranded as a GAYNZ branch.

Completely reimagined inside and out, the GAYNZ branch is a baroque-inspired celebration of LGBTI culture. It features two new GAYTMs, ornate walls, a marbled floor and 16 unique, hand-painted murals inspired by the LGBTI community. 

Chair of ANZ’s Australia Division Diversity Council Mark Hand said: “Diversity, inclusion and respect is an important part of what we do at ANZ so we are particularly proud of our partnership with Mardi Gras which started because our staff passionately believed in supporting the cause 10 years ago.

“Over the past few years we have had an incredible response to our GAYTMs, so it was only natural to take things to a new level to celebrate the milestone. GAYNZ is often used to describe us at Mardi Gras and we thought transforming the Oxford Street branch and naming it GAYNZ was a fitting way to demonstrate our continued support for the LGBTIcommunity.”

In a first for an Australian brand and a bank worldwide, ANZ is collaborating with Twitter to develop a rainbow coloured flag emoji, which will appear whenever #GAYNZ is used on the social media platform.

This year ANZ will have more people than ever participating in the Mardi Gras Parade with 230 staff, family and friends set to march. 

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