Moss, the menswear brand, is launching its first ever TV campaign, which draws on the creative positioning of ‘Men of Style and Substance’ launched last year.

Directed by Owen Kasparian at Presence, and starring Alberto Perazzolo, it celebrates the imperfect, spontaneous and unforgettable moments that define a summer well-lived.

The Summer 2026 campaign brings to life the joy of long days in wrinkled linen, al-fresco lunches in lived-in loafers, lazy afternoons and late nights. The campaign highlights the brand’s ‘effortless wardrobe’ which has been specifically crafted ‘for summer moments that lead to unforgettable stories.

Launching on May 18, the campaign will run across TV, Video On Demand and Out of Home. It will also target commuters longing for the respite and escapism of summer with timed executions. 

Tom Ewart, Founding Partner and Chief Creative Officer at The Corner, explained: “This summer we’re encouraging men to get stuck in and live a little. Don’t stand back and spectate, instigate. Crease that linen, scuff those loafers, lose yourself in the moment and ‘bring back stories’.”

He continued: “ Our campaign is a celebration of spontaneity, character and lived-in elegance. As Bukowski said: ‘To do a dangerous thing with style is what I call art’.

Chris Harris, Marketing Director at Moss, added: “It's been a pleasure working with The Corner over the last year. They've significantly enhanced our storytelling and with this the quality of our creative output. Two campaigns in, we're very happy we made the agency choice we did.