New Barbour International campaign stars Reggie Yates

By

Sandra Halliday

Published
Nov 23, 2022

Upscale British lifestyle brand Barbour International has launched a campaign starring popular writer, presenter and director Reggie Yates. He’s fronting the new campaign for the brand’s Tourer collection.

The standalone brand is inspired by Barbour’s motorcycling heritage and it’s certainly an appealing collection that doesn’t ignore the Britishness of the label, while making the most of the archive and tapping into an undeniably 'cool' activity.

The range is a “contemporary interpretation” of key pieces from Barbour International’s motorcycling archive, which includes items that date back to 1936. 

“With a modern and sophisticated approach to Barbour International’s DNA, the range embodies a sense of adventure via an understated and rugged aesthetic,” it said.

The collection features a choice of outwear styles alongside over-shirts, hoodies, tees and polos. The colour palette includes neutral grey and black tones with subtle highlights of Petrol blue and Kombu green, “which have been selected to complement any outfit”.

And the choice of Yates is a good one as he’s a personality who can appeal to consumers across a millennial and Gen X age range. He’s been seen on TV for three decades, originally as an actor, but has evolved his career and has enough of an ‘edge’ through his presenting and directing work to make his inclusion more than just a brand using another popular face.