Calibre has launched its first underwear collection with a Best Dressed, Best Undressed campaign.
The new range features briefs and trunks in two different fits including a low rise "Euro cut" and a tailored classic cut, as well as a classic singlet.
All styles are made of Supima cotton stretch, a type of superfine, breathable American Pima cotton, with the waistband featuring a distinctive red or blue striped logo.
The face of the campaign is Brazilian IMG model Diego Miguel, who is ranked within the Top 50 Models in the world.
Miguel features in all aspects of the campaign, from the promotional video, to in-store.
The official launch of the underwear collection coincides with the release of a promotional video labeled “The Briefing”.
The 1:40min video by Liam Gilmour, will be released and posted onto the Calibre blog, and promoted via Calibre’s social media accounts.
Images from the campaign (shot by Justin Riddler) will also appear on trams running through Melbourne’s CBD from November 17.