TED BAKER REDEFINES WORKWEAR WITH THE LATEST CAMPAIGN: BUSINESS UNUSUAL

For creatives, multi-hyphenates, and work-from-anywhere entrepreneurs, Ted Baker’s Business Unusual is a modern workwear moment that gets business done differently. From laptops in coffee shops to pop-up boutiques, or working on the move, workwear has been redefined in our modern climate. Across the globe, we meet professionals who have made a living from doing things differently. Ted Baker has followed the life of photographers, brewers, and plant experts. This time, the brand explores a day in the life of, British menswear stylist Benedict Browne, Australian founder of LUNE and former Formula 1 Aerodynamicist, Kate Reid, and American actress, skateboarder, visual artist, and DJ, Dede Lovelace.

From London, men’s fashion stylist and journalist, Benedict Browne knows all about putting together the perfect looks for any occasion. Benedict has styled many personalities, such as actors and models. He has also penned words for the likes of Mr. Porter, Spectr Magazine, and The Gentleman’s Journal.

“Tailoring and British brands were something I have always championed. From a styling point of view, I find joy in putting together looks that I would want to wear while creating stuff that I would get excited about. There is no other place to be a stylist. London is the epicentre of the fashion industry.” Today he shares his knowledge with Ted Baker on the art of curating workwear tailored towards a contemporary work-life balance.

With a curated mix of tailoring, and elevated casual wear Benedict puts together a selection of key workwear from Ted Baker. Pieces include organic fibre blazers, open neck polos and bold pattern shirts such as LOUTH, a long sleeve photographic print shirt. All can be paired with slim fit linens or relaxed tailoring such as LUCCAT, a slim fit elasticated trouser. Each piece is carefully selected to show off style while giving comfort for a day at work and beyond.

Over 10 years ago, Kate Reid, Australian and former Formula 1 Aerodynamicist left her dream job to set up a croissant-only bakery. Since opening LUNE in 2012, it has amassed a cult following and gone from a one-person show to a five-site bakery.

“I’ve translated the engineering way of thinking into a bakery by imagining my perfect croissant at the end and reverse engineering the entire process. When I discovered this, I knew I had found my calling. For me, the key to happiness is finding fulfilment in every single moment of my day not just on the weekends.” By challenging the norms of a typical career journey, Kate has quickly become a renowned business leader in the world of pastry making.

When it comes to workwear, Kate often reaches for feminine yet versatile pieces that complement the ebbs and flows of an unpredictable day. For the modern entrepreneur, Kate’s edit features, shirt dresses with playful detailing such as ALYVIA, a ruffled bib detail mini dress, and JUMILA, a figure-hugging floral high-neck top. To compliment these pieces, Kate completes the look with a pair of sling-back courts, BETTYE, the ideal combination for comfort and style.

Finally, Ted Baker introduces Dede Lovelace, the multifaceted creative from New York whose days are as unique as her character. She explains how important her style is, “it plays a huge role in my line of work, especially being from Brooklyn, so every silhouette that I’m drawn to is intentional.” Dede takes business unusual to a whole new level by curating the perfect wardrobe for the unpredictable days ahead.

As a creator in today’s world, Dede’s wardrobe is complete with key staples that ensure she is always prepared for the week. Examples include smart, modern suiting like KLLARAJ, a V-neck waistcoat with matching tailored barrel leg trousers, KLLARAT, or relaxed and expressive pieces like MEGGANN, a bold floral-patterned top with neck frills perfectly paired with MAYMAY, magnolia flower platform trainers. Versatility unlocks creativity for an artist like Dede, “Art means everything to me,” she says, “my city has shown me there aren’t any ceilings or limits to where I can take my craft.”

No ordinary life, no ordinary job. Meet the individuals who have no ordinary 9 to 5, wearing modern workwear in a contemporary world. Spend time with them, as they show you the new way to work, rest and play, all in 24 hours across some of the world’s best cities. This is Business Unusual, redefining what success looks like and reshaping what workwear means.