Elevated Athleisure For Bigger Men.
Xander Locket makes polos, henleys and crew tees in sizes XL–5XL, with fit and proportions at the heart of its product message. My work focused on static creatives primarily for Meta advertising, as well as graphics for product and collection pages. Simply showing a bigger size was not enough. The designs needed to explain the difference between a garment that is larger and one that is cut with bigger proportions in mind. I used direct comparisons, product close-ups, lifestyle photography and offer-led creatives to present different reasons to consider the clothes, without treating every ad as the same message.
- Industry
- Mens Wear / Ecommerce
- Role
- Marketing Designer
- Collaboration
- Creative Strategist
- Scope
- Meta Static Ads, Collection Page Creatives
Why simply sizing up doesn’t fit.
A product photograph can show a shirt, but not necessarily explain why its cut matters. The comparison creatives focus on recognisable frustrations: hems that ride up, fabric that grips the stomach and oversized silhouettes that still feel wrong.
The goal was to make obvious the frustration of poor-fitting clothes and then show what a Xander Locket fit offers: better coverage, a cleaner silhouette, and the confidence of wearing something designed for your proportions.
Make the difference visible and not just assumed.
From a fit problem to an everyday outfit.
The next group of designs places the clothing in everyday settings. Building on the fit problems highlighted earlier, these images show how the pieces look on bigger men and how they work as part of a regular wardrobe.
Explaining the fabric and the fit.
These designs focus on specific product benefits by using callouts and clear, direct header copy to show why the customer should shop these wears.
Less like an ad. More like a personal experience.
The mirror selfies, at-home fit checks and testimonial-style creative use familiar, personal formats to communicate the clothing's benefits in a way that feels natural and organic.
Giving shoppers a reason to explore each collection.
Each cover highlights the unique benefits of its clothing category, giving shoppers a clear sense of what to expect from Xander Locket’s henley, polo, and crew neck collections.
Making Xander Locket’s difference easy to see.
Xander Locket isn’t just selling bigger sizes. It’s offering clothes designed with bigger men in mind. My work was about bringing that difference to life, from addressing familiar fit problems to showing how the clothes look in everyday situations and what makes them worth buying. Across ads and collection pages, the designs helped the brand tell a clearer, more compelling story to the men it wants to reach.
