Online menswear retailer, Mr Porter, has launched its global Spring 2017 “Spring Into Action” campaign in key markets.

The campaign, shot in the South Western part of Cape Town, South Africa with photographer Matthew Brookes and Mr Porter contributing fashion editor Dan May, captures springtime in the countryside and focuses on key SS17 pieces across coats, jackets and knitwear from a range of designers including Ami, Brunello Cucinelli, Lanvin, Prada and Visvim to name a few.

“The campaign conveys a sense of a weekend away in the countryside, with a cast of friends in a relaxed environment that very much speaks to the Mr Porter lifestyle,” said Ben Palmer, creative director.

“We always bring ‘life’ to the products and the wearability of our brands, and what better way to present this than in a very real-life, springtime setting.”

“Featuring the best of Mr Porter’s new season offering of lightweight jackets, coats, sweatshirts, and knitwear, our latest campaign offers solutions to the eternal dilemma of dressing for the weather when it’s no longer cold, but not yet warm.

“We always look to bring ‘life’ to the products and wearability of our brands, and what better way to present this than in an environment that very much speaks to the Mr Porter lifestyle.”

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.