Mr Porter

Edit by Euan Donaldson

After generations of working men supporting the household, an era of lads mag guys next door, and the fourth wave of feminism soaring to the heart of modern policy, culture and editorial, we wondered, where does this leave the boys?

Our pitch for the mens’ lifestyle journal was a call to arms for men to identify and define modern masculinity for themselves. A sleek manifesto film set the tone, describing the modern Mr Porter male as a multi-dimensional individual. The 360, year-long campaign launch was a week-long event during Men’s Collections London. Talks, bars, seminars, exhibitions, salons… all within a beautifully styled club house, in which everything (from the glassware to the hand soap) is stoppable. A space for men to come and be men – whatever that means to them. We’d soon find out… thus enabling Mr Porter to establish the definition of modern masculinity, through a print and digital campaign.