Australian fashion chain Witchery has broken with tradition.
Witchery has incorporated non-model talent for its July window campaigns across both its men's and women's offer for the first time.
Witchery has partnered with stylist Oliver Grand and photographer Trevor King to capture the men's campaign.
The windows will run until July 24 and feature AFL footballer Jimmy Bartel and architect Nick Tobias.
While the collaboration launches in transeasonal windows and introduces the collaboration online, going forward it will predominantly be a digital campaign featuring on the website, social media and blog.
The men's campaign will coincide with the introduction of three new faces to Witchery's 'Style Collective'.
The new appointments are Australian fashion identities Lindy Klim, Tanja Gacic and Nadia Bartel.
The collective mirrors a brand ambassador program and features bloggers Eleanor Pendleton, Natalie Cantell, Tash and Elle, Geneva, Tania Braukamper and Claire Fabb.