Wales Bonner Swaps Models For Track Stars
The award-winning British brand enlists world champion runners Tamirat Tola and Yomif Kejelcha to start in their S/S 24 campaign.
The award-winning British brand enlists world champion runners Tamirat Tola and Yomif Kejelcha to start in their S/S 24 campaign.
There’s no denying that the pace of fashion is faster than ever. Thanks in part to the instantaneous nature of the social media-driven world we find ourselves in and the mass-produced mess that is fast fashion, today’s independent brands often struggle to keep up. That is, unless you’re Grace Wales Bonner. Without compromising her distinct vision of thoughtful luxury, defined by the designer’s fusion of cultural references, elevated sportswear, and exquisite tailoring, Wales Bonner’s gradual growth since it was established in 2014 has made it one of the industry’s most revered. And the brand’s latest campaign is a testament to that.
Photographed by Malick Bodian in Paris and styled by Tom Guinness, Wales Bonner’s S/S 24 campaign demonstrates the brand’s expert cross-referencing of classic luxury and sportswear. Dubbed ‘Marathon’, the collection juxtaposes the brand’s signature tailoring and artisanal embellishment. In lieu of today’s top models, it’s world champion runners Tamirat Tola and Yomif Kejelcha showcasing sartorial sophistication in the form of bespoke tailoring, and the brand's latest footwear.
Embodying the worldly ethos of the brand, Ethiopian long-distance runner Tamirat Tola Abera, who not only won bronze at the 2016 Rio Olympics, but has run marathons in Tokyo, London, and New York City. For Wales Bonner he trades in his usual cross-country gear for the brand’s Eternity denim jacket and trousers. A perfect pairing considering the design is crafted from artisanal Ethiopian Tibeb fabric.
As for Yomif Kejelcha Atomsa, the equally accomplished track star who won silver in the 10,000 metres at the 2019 World Athletics Championship and gold medals for the 3000 metres at the 2016 and 2018 World Indoor Championships, can be seen in a bespoke suit of horsehair and canvas, and the Marvel Jacket in sheepskin suede and studded leather.
The campaign beautifully embodies the ethos of the brand through it's casting. Celebrating for their unwavering spirit and commitment in striding towards victory, the choice of these two world champions reflects the brand's own race towards success in a time as tumultuous as ever for brands big and small. As Wales Bonner continues to strive for sartorial success through elevated elegance, it's clear the brand is more than prepared to run the race at a steady pace.
