Herringbone in the Newspaper

Herringbone, the fashion tailors of Sydney, have a press advertising campaign associated with the character of Henri Bouvois, a man with incredibly, unbelievably small hands introduced in a fascinating television advertising campaign.

Herringbone Measurements print ad


Before a tailor takes your measurements, be sure to take his.

Introducing Henri Bouvois. His fingers are not much longer than a Schmetz No. 10 needle (fig. 1). Thus providing him with the deftness of touch to sew an unrivalled 20 stitches within every inch of a seam. The benefits of this detail will become self-evident as the years go by.

When you pull your favourite Herringbone shirt from the rack and it still looks the way it did the day you bought it. Unlike the rest of your wardrobe. What you thought were your best designer trousers suddently seem to fit like a Hessian sack. That $320 floral shirt you bought only last summer takes on the appearance of a badly arranged glove. Even your best suit looks like it was put together in a rage. A phenomenon that, by and large, can be traced back to tailors with hands more suited to agriculture than they are to haute culture.

So always insist you meet the tailor who’ll be making your clothes. If shaking hands isn’t an altogether unpleasant experience, you’re in the wrong place.

Even the fan-dangled machines of today can’t compete with the fine motor skills of our Head Taylor.

Herringbone Bulgarian print ad


Hand made shirts are only as good as the hands that make them. Precisely why Henri Bouvois is our Head Tailor. With a hand span that measures a meagre 6 cm, only his hands come with the required agility to construct a shirt with no less than 11,347 stitches holding all of its separate components together.

Henri is from France, a nation of small, dainty-handed men. They are known for refined activities like etching and playing the flute. This genetic predisposition mayu also explain why the French are more renowned for creating fine fashion garments than they are for say, bricklaying. It is also why the Bulgarians are not known for their tailoring abilities, as they typically have fingers like large salamis.

Never buy a shirt made by a Bulgarian. For the finest detail, only buy shirts made by tailors swith small hands. And there is no tailor on Earth with smaller hands than our Henri.

Most tailors place a matchstick under a button to ensure the right amount of shank. Henri simply uses his finger.

Herringbone Make Love To You print ad

Make Love to You

This is Henri. Henri would like to make love to you.

In case you hadn’t noticed, Henri has extremely small hands. Which is why he’s a Herringbone tailor. Only hands like his have the dexterity required to construct a shirt held together by no less than 11,347 stitches.

The problem is, Henri is one of a kind. The future of Herringbone is, quite literally, in his hands. We urgently need Henri to procreate and bring another nimble-fingered generation of tailors into this world.

To this end, we are inviting you, ladies of advertising, to a cocktail party. There you can meet Henri and, if you like, maybe he could impregnate you. Your offspring will have a 50% chance of inheriting his genetic anomaly, guaranteeing them future employment as a Herringbone tailor.

The evening commences at 6 pm on Wednesday, 19th December in our Macquarie Place store in Sydney, where we will also be taking 15% off our usual prices.

As if our earlier offer wasn’t enough to entice you.


The Herringbone series was developed at M&C Saatchi, Sydney, by executive creative director Ben Welsh, creative director/copywriter Oliver Devaris, creative director/art director/typographer Graham Johnson, photographer James Cant, typographers Lee Roberts and Justin Marando, and retoucher Rozanna Kulik.

The Herringbone campaign won a Silver Press Lion at the Cannes Advertising Festival in 2008.

As could be expected, the Bulgarians are not happy. In particular, Saatchi & Saatchi Bulgaria responded quickly to distance the Saatchi name from the campaign.

Executive director Milin Djalaliev sent M&C Saatchi Sydney and Herringbone a fine-quality traditional Bulgarian silk shirt each. At the same time he asked them to apologise for the offensive advertising spot. “Metaphors, comparisons, exaggeration and even black humour are often used by advertising companies as an original way to underline the main features of the advertised product. However, it is not acceptable an advert to harm the dignity of an entire nation by breaking ethical norms and using untrue facts and visions.”

See more here.

Filed under: Herringbone, Print

Tagged: , ,