Refresh for Jacamo as N Brown's key menswear brand returns to TV for SS25 campaign

Fashion Network

06-05-2025

Digital fashion group N Brown 's Jacamo brand today (6 May) unveiled its SS25 campaign marking a big-spend new direction for its star menswear banner.
It features 'a fresh new creative direction with significant investment' that aims to emphasise the brand's 'new elevated fashion offering'. It also marks Jacamo's return to linear TV for the first time in five years.
Under the campaign's banner 'Get The Nod', it 'marks a step-change in the brand's creative platform', having appointed Motel as the group's new creative agency last September.
So the new campaign 'seeks to connect with Jacamo customers on an emotional level through the power of style recognition among men', N Brown says.
Aiming to 'change the culture of men rarely being complimented for their sense of style', the campaign focuses on the 'positive impact of a simple gesture of style acknowledgement – 'The Nod' – can give'.
N Brown said the fully integrated campaign continues to enhance the brand's own-designed product 'which focuses on relevant trends for every man', and includes the new premium menswear own-label brand, Folio.
Created to bring a 'fresh, elevated feel to every man's wardrobe', Folio's designed with 'premium fabrics in clean modern shapes', with a focus on head-to-toe dressing and matching sets 'that make elevated everyday styling feel easier than ever'.
Rachel Hawkins, group head of Brand Marketing at N Brown Group, said of the campaign, which launches across linear TV, social, video on demand, digital and out of home: 'We fell in love with 'The Nod' at pitch, energised by the opportunity to change behaviour and normalise style recognition for men. Rich in insight, distinctive and disruptive, whilst raising a smile.'
She said that its own research 'told us men put a lot more thought into what they wear than they let on and, deep down, they want it to be noticed. So we're going to tell him, 'You look great!' through our new campaign, which has video at its heart, bringing 'The Nod' to life in channels and formats that best reach and engage him.'
She added: 'Our creative achieved the maximum possible effectiveness score amongst our target audience during System 1 creative pre-testing and we can't wait to see the campaign resonate with customers as we go live this week.'