Today, athlete Jonnie Peacock makes history by becoming the first Paralympian to front a menswear fashion campaign.
Menswear retailer Jacamo has broken the mould by signing the gold medal-winning Paralympian to be the face of its Spring/Summer 2016 campaign, to help further promote body diversity and confidence after revealing 40% of men are not comfortable with the way they look*.
The inspirational sports star won the 100m T44 final with a time of 10.90 seconds, claiming the gold and the Paralympic record in the process during London 2012.
Jonnie has worked with Jacamo to model the SS16 collection, which includes a selection of bomber jackets, sportswear, fitted shirts and quality denim, taking inspiration from key trends that came out of men’s fashion week SS16.
Jonnie Peacock says: "Great clothes bolster self-esteem and for this reason I think the industry should celebrate and support body diversity more, I’m hoping this campaign will help to promote this. This is a great move by Jacamo and I'm proud to be helping to support body diversity in mainstream campaigns."
Jenni Bamford, for Jacamo, says: “No two men are the same and we believe that with the right support from both retailers and the fashion industry, every man can look and feel great in their clothes. Everything we do is centred on championing inclusivity and diversity so Jonnie’s inspirational attitude and drive felt like the perfect fit for this campaign. Hopefully these shots will be a step towards more people overcoming insecurities and feeling more comfortable in their own skin.”
The Jacamo SS16 collection incorporates trend-led pieces such as bomber jackets, chinos and Chelsea boots as well as basics, including as plain white t-shirts, shorts and summer knitwear in sizes small to 5XL.
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