Heritage bootmaker R.M. Williams has revealed its new look, following its $190 million acquisition by Tattarang.
The new look comes from fresh creative direction which, according to the business, "celebrates the brand through a new lens, with a visual aesthetic that is more specific, relevant and artistically-focused."
The core campaign introduces considered styling and puts the simplicity of the R.M. Williams designs front and centre.
"The modern direction also looks to wider inclusivity across both range and talent, designed for a broader demographic, letting the fundamentals and quality of the brand play hero," R.M. Williams added in a statement.
"Key footwear styles are given breathing space, accentuating the confident quality of the classics across both the men’s and women’s portfolios.
"Core apparel highlights the R.M. Williams archetypal moleskins and denim offerings, heroing its principal materials of provenance, presenting a unification of history and innovation ready for a new chapter," the business said.
The campaign comes as the long-serving R.M. Williams CEO Raju Vuppalapati readies to depart the business to head up Country Road Group.