Australian suiting brand Politix has signed on local tennis star, Thanasi Kokkinakis, to front its latest campaign called ‘Dress Code’.
The new campaign utilises five key looks in its new summer range, with Kokkinakis showcasing what to wear and when in a bid to overcome the pain point of dress codes for events.
This includes monochrome suits and micro-floral prints to versatile separates and bold tones.
“I don’t usually dress up this much, but when I do, it’s got to be comfortable,” Kokkinakis said.
Politix head of marketing, Megan Voss, said the campaign concept was developed by an external agency in partnership with the Politix marketing team. It will go live in out-of-home and is set to be heavily featured on owned and paid digital channels. Kokkinakis will also share it across social channels, and will be present in stores at Myer and David Jones.
“The aim of the campaign is to increase awareness of the Politix brand as the leading menswear tailoring destination for the event season,” Voss said, adding she and her team will continue to focus on the customer in 2026 through thoughtful collections.
“We are injecting an element of fun back into the brand, this is something Politix is famous for, and we know it connects well with our customer.”
Politix was born 50 years ago in 1975. The brand currently has 21 stores in Australia and three in New Zealand, alongside eight outlets, over 30 spaces in David Jones and over 20 in Myer.
Politix forms part of the Country Road Group, which also includes Trenery, Witchery, Mimco and Country Road.
The new campaign follows recent struggles for the group and for Politix. In the FY24 financial year, CRG's parent company Woolworths Holdings Limited in South Africa reported a brand value write down for Politix of around $50 million.
In FY25, WHL confirmed that the carrying value of “select brands” under Country Road Group had been impaired by a non-cash charge of R917 million (~A$78.3 million).
Recent commentary by WHL noted that Country Road and Trenery are the better performing subsidiaries under CRG.