Markham’s ‘Style Council’ celebrates the brand’s rich 150-year legacy. We go behind the scenes to chat to the players involved in bringing the campaign to life.
Markham has been a tour de force in South African menswear over the years. For generations – spanning 150 years to be exact – the brand has pushed the boundaries of men’s clothing, constantly staying ahead of the curve with campaigns that speak to its innovative and stylish approach.
To celebrate its ongoing legacy, Markham’s overarching campaign for Spring/Summer 2024, ‘A Deep Dive into Style’, invites everyone to immerse themselves in the intricacies of fashion, from foundational principles to advanced styling techniques. It is meant to be both educational and inspirational, providing valuable insights that empower shoppers to make informed fashion choices while developing their own personal style.
To align with the campaign, the brand has introduced The Style Council: a team of three esteemed stylists who bring a wealth of experience, creativity and unique perspectives to carry out Markham’s educational initiatives. The Style Council’s raison d’être is to guide the customers on a journey to discover and embrace their style, redefining how they perceive and engage with fashion through an 18-part educational series, set across two seasons, delving into various style-related topics.
Markham content and fashion editor Quan Piers is thrilled at the prospect of a pioneering brand institution dedicated to spreading in-depth fashion knowledge.
“Understanding the rules of style is non-negotiable… you need to know the rules to bend them creatively,” he says. “I always begin by identifying which aspect of the brand needs to be highlighted and then I build references around it. I stay attuned to what resonates with our audience, ensuring that the visual storytelling bridges the gap between the brand’s heritage and contemporary tastes. This approach ensures our campaigns are both true to our legacy and engaging for today’s fashion enthusiasts.”
UNDERSTANDING THE RULES OF STYLE IS NON-NEGOTIABLE… YOU NEED TO KNOW THE RULES TO BEND THEM CREATIVELY
Quan’s approach is centred around three principles: the capsule wardrobe, the universal rules of style, and understanding your body type and its proportions. A capsule wardrobe offers endless possibilities when building looks, providing a solid base for incorporating personality and trend items, ensuring you have versatile, timeless pieces that can be mixed and matched effortlessly.
The rules of fashion offer valuable insights and perspectives when building looks and shopping for new items, helping you get the best return on investment when shopping and reducing the likelihood of ending up with items you don’t like. With a solid grasp of style rules, you’ll shop with a clear idea of how each item fits into your wardrobe and how to make it work.
Lastly, understanding your body shape and its proportions helps you build looks that flatter you, allowing you to interpret trends and wear them confidently without being overwhelmed by them. Knowing your body type ensures that you choose clothing that enhances your best features and creates a balanced silhouette, and empowers you to make calculated, stylish choices.
“My refined aesthetic consistently comes through in my work,” Quan adds. “It’s crucial to adapt this to how the brand needs to be represented.”
At the core of The Style Council is the comprehensive 18-part series, meticulously crafted around the fashion triangle — a concept that breaks down the essentials of fashion into three key components: Basics, Upstyling and Expression.
Each episode of the edu-series offers an in-depth analysis, practical tips and interactive elements (such as wrap-up and behind-the-scenes videos) so that everyone can learn about these principles and apply them to their daily lives.
As the cornerstone of Markham’s educational initiatives and seamlessly complementing ‘A Deep Dive into Style’, the brand enlisted three top stylists to provide their invaluable input and fashion know-how.
First on the list is fashion and lifestyle authority Bafana Mthembu, whose fashion ethos revolves around self-discovery and drawing inspiration from those around him to craft a unique identity that he wholeheartedly embraces.
“I strive to pay homage to those who resonate with my style, as representation holds substantial value to me,” he says. “Through my involvement with The Style Council, I aspire to motivate others to embrace their individual style and revel in their uniqueness. I firmly believe that when we feel at ease and self-assured in our clothing choices, we can truly embody our authentic selves.”
WHEN WE FEEL AT EASE AND SELF-ASSURED IN OUR CLOTHING CHOICES, WE CAN TRULY EMBODY OUR AUTHENTIC SELVES
Bafana’s primary goal for The Style Council is to champion inclusivity, diversity and self-expression within the realm of fashion, allowing individuals to communicate their mood, personality and beliefs through clothing choices.
Also a part of The Style Council is DJ and designer Wendy Ntinezo, who is relishing the chance to solidify her position in the menswear space. “I think I was around 18 years old when I started shopping in the men’s section, and I’ve never looked back!” she says.
“The Style Council campaign is an opportunity for me to share my ideas about style and comfort while also delving into fundamental concepts such as colour theory, rhythm, harmony, silhouettes, balance, proportion and functionality. Fashion can be technical, but once you understand some of the style principles, mastering a look is effortless.”
The third member, stylist and tastemaker Obakeng Rantlhane, echoes that exact belief. “The vision behind The Style Council is to educate the audience on how to curate their outfits better,” he says. “As a stylist, I believe there are fashion rules that need to be mastered first for one to be able to have fun with putting together an outfit: how the clothes fit, making sure the proportions are well-balanced, and the use of colour palettes.”
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As a brand that has already established a strong visual identity within the fashion industry, Markham’s latest campaign aims to showcase more of its essence as it transitions from winter to summer. The Style Council not only highlights the brand’s fashion expertise but also communicates its commitment to fashion education and community engagement through the trio of stylists, each with a unique perspective and extensive experience in the industry. This diverse team brings a wealth of knowledge and creativity, ensuring that the campaign resonates with a broad audience to create a deeper understanding of style and fashion’s evolving landscape in South Africa.
Words by: Shai Rama
Photography: JB Brooks
