Back to work: Ted Baker launches 'Business Unusual' campaign

By

Nigel TAYLOR

Published
Feb 15, 2023

Now that office-wear is firmly back on the post-pandemic agenda, Ted Baker is focusing on the sector with its latest campaign that “redefines what success looks like and reshapes what workwear means”.

The UK fashion and lifestyle retailer has launched Business Unusual, “a modern workwear moment that gets business done differently”.

The campaign features a collection of “creatives, multi-hyphenates, and work-from-anywhere entrepreneurs. From laptops in coffee shops to pop-up boutiques, or working on the move, workwear has been redefined in our modern climate”, said Ted Baker.

These are professionals “who have made a living from doing things differently”, following the lives of photographers, brewers, and plant experts”, it added.

Initially, the brand explores a day in the life of three such trailblazers: British menswear stylist Benedict Browne; Australian founder of the Lune bakery and former Formula 1 aerodynamicist Kate Reid; and American actress, skateboarder, visual artist, and DJ, Dede Lovelace.

Browne has put together a mix of tailoring, and elevated casualwear with a selection of key workwear from Ted Baker. Pieces include organic fibre blazers, open neck polos and bold pattern shirts such as Louth, a long sleeve photographic print shirt. All can be paired with slim fit linens or relaxed tailoring such as Luccat, a slim-fit elasticated trouser. “Each piece is carefully selected to show off style while giving comfort for a day at work and beyond”.

When it comes to workwear, Reid “often reaches for feminine yet versatile pieces that complement the ebbs and flows of an unpredictable day”. Her edit features, shirt dresses with detailing, such as Alyvia, a ruffled bib detail mini dress, and Jumila, a figure-hugging floral high-neck top. To complement these pieces, Kate completes the look with a pair of Bettye sling-back courts

Lovelace’s wardrobe “is complete with key staples” including smart, modern suiting like Kllaraj, a V-neck waistcoat and Kllarat, matching tailored barrel-leg trousers, or relaxed pieces like Meggann, a floral-patterned top with neck frills paired with Maymay, magnolia flower platform trainers.