Cut copy: MJ Bale's cartoon campaign a dead ringer for P Johnson's

p johnson SS0910

So yesterday frockwriter posted an exclusive preview of a new ad campaign by new Australian luxury menswear label MJ Bale, which was launched in late 2009 by cashed-up Herringbone co-founder Matt Jensen. The idea for the campaign was a bunch of images of a model in the MJ Bale collection – with cartoon faces, hands and feet superimposed over the model. The cartoons were courtesy Sydney graffiti artist Jumbo. Fantastic idea. Only problem: Patrick Johnson says it's his. Who is Johnson? A London-trained Sydney tailor who has been in business for three years and who launched his first campaign this time last year: a series of images of a model in his collection, with cartoon faces, hands and feet superimposed over the originals. Here is a selection, above and below (which remain on Johnson's website). The creative collaborator in Johnson's case was Sydney artist Tristan Ceddia and Johnson reports it took the duo six months to nail the concept. The MJ Bale images were supplied to frockwriter in good faith and unfortunately we were not familiar with Johnson’s brand or campaign prior to a large volume of hostile comments from his supporters this morning. Others claim the real pioneer of the photo/cartoon/fashion mashup is yet another Australian artist, Ashley Wood, who created some earlier illustrations for Diesel's spinoff streetwear brand 55DSL. To be fair to Johnson here, it's not just the general photo/cartoon idea that was picked up by MJ Bale, but the exact look of Johnson's campaign.   

Cartoon connection: MJ Bale's Jumbo Spring 2010 campaign

The fashion/art collaboration concept is nothing new. Dali and Schiaparelli, anyone? Far more recent collaborations have included Marc Jacobs with Stephen Sprouse and Takashi Murakami, Prada with illustrator James Jean and Stella McCartney with iconic Disney character Bambi. Now comes MJ Bale’s turn with Sydney artist (Andy) Jumbo. Here is an exclusive preview of the luxury Australian menswear brand’s Spring/Summer 2010/2011 campaign – which is fronted by a cast of cartoon models. Launched in late 2009, MJ Bale is the brainchild of Herringbone co-founder and wool scion, Matt Jensen. After the launch of the recent Orri Henrisson campaign, the ad creative for the Australian menswear sector is starting to look a little fresher than some of the efforts in the womenswear sector. UPDATE 07/10: Another Sydney menswear designer, Patrick Johnson, says he came up with the idea first.