Calibre is the latest brand to use 'real people' in its campaigns.
Aquila, Jeanswest and Sportsgirl are among retailers to issue marketing campaigns focussed on 'real' ambassadors over models and influencers.
Calibre's #storiesnotcampaigns initiative has launched for autumn/winter 2020, featuring a range of professional male customers.
The stories are presented in short films, along with published articles. To check them out, head here.
Head of content Mark Wiesmayr said customers are migrating towards real content.
"Calibre is now in its 31st year.
"The men’s fashion landscape has seen many changes over that time.
"Right now, we are of the opinion that men are craving authentic collaborations over the contrived.
"They are astute consumers, who appreciate a narrative that they can relate or aspire to.”
Among the men featured in the campaign is interior designer Léo Terrando and DJ Grant Smillie.