Style-icon heirs for Mr Porter's SS12 campaign

Courtesy of Mr Porter

Today Mr Porter released the images of their new SS12 campaign, which will launch on their site tomorrow and will spread online and in print over the following weeks.
I think what makes Mr Porter campaign great is the fact that they have a personality. They don't just choose good looking models. As I see it, this is also the most clever way to advertise to other men because we don't buy into trends or ephemeral fashions as much as we buy into style, which is entirely personal. We want to see people we relate to telling us about how they wear things, and Mr Porter knows that.
For the new season they have chosen three descendants of some of the most stylishly iconic men –Ethan Peck, grandson of Gregory Peck; Tuki Brando, son of Marlon Brando; and Logan plant, son of Robert Plant. I really like the whole I-am-super-stylish-but-it-looks-like-I-don't-care vibe and I love the fact that they've featured two of my favourite pieces for SS12 that they already have online: the Burberry Prorsum chambray dinner shirt (on Peck) and the Burberry Prorsum Ikat-print trousers (on Plant), which I need in my life for this summer!

Courtesy of Mr Porter