Powerful poster campaigns are few and far between these days so when they do appear, as in HoF’s latest ad, they are all the more striking.

House of Fraser's ‘Man’s Wear’ campaign for Howick

House of Fraser has juxtaposed a bloodied rugby player with a sharp suit from the company’s Howick range to create a compelling image.

The ‘Man’s Wear’ campaign features four battered and bruised players from the London Irish rugby team and is tailored towards a rugby-loving audience.

First team players including Topsy Ojo, Blair Cowan, Andrew Fenby and Shane Geraghty star in the campaign that will appear in locations selected to target rugby fans, including near London Irish’s stadium.

House of Fraser director of brand Tony Holdway explains the Howick brand takes “heavy inspiration” from rugby and represents the company’s eagerness to support the sport in the UK & Ireland.

He added: “Many of our Howick customers are rugby fans who are searching for authenticity, rather than a brand that promotes a pampered and Photoshopped perception of the modern man.”

The campaign is supporting the brand’s sponsorship of the London Irish Rugby club, which House of Fraser has now extended beyond being the clothing supplier of the players’ post match suits.

The deal will involve the Howick brand appearing on the back of the club’s Jersey and at locations around the stadium.

The outdoor campaign, which was created by ad agency BMB, is designed to go against the grain of current trends to create standout from the crowd.

“The “Man’s Wear” campaign is designed to force a re-appraisal of menswear advertising,” says BMB executive creative director Matt Waller. “In an age where brands are creating aspirational “pretty boy” images who’d run a mile from a crunching tackle we want to show that the Howick man is a real guy who’s not afraid to get his hands dirty and who wears his battle scars with pride.”

The campaign certainly achieves the desired effect and is a welcome change for a fashion industry that is usually dominated by men wearing skinny trousers.

By striking out against conventions and investing heavily in a sponsorship deal House of Fraser has effectively created a strong personality for the brand.