There are some outfits that look so good, you simply don’t want to take them off. That’s the playful, sun-soaked spirit behind Wax London’s latest campaign drop: “Too Good to Take Off: The Spray Tan”. In their newest short film, the modern British menswear brand leans into humour, summer aesthetics and standout style, capturing the kind of outfit that makes you forget all about getting the perfect tan.
The campaign stars Graham, confidently bronzed, slightly streaky, and entirely unbothered, as he steps out of a spray tan booth wearing one of Wax London’s hero summer looks: the Didcot Doodle Embroidered Short-Sleeve Shirt paired with the Kurt Shorts in Ecru. It’s an effortlessly stylish linen set that’s just as fitting for golden hour in Ibiza as it is for your mate’s rooftop BBQ. Whether you’re lounging poolside or navigating the heat of the city, this combo is designed to make a statement.
At the heart of the film is the brand’s ongoing message: when an outfit is this good, the details, like a streak-free tan, can take a back seat. Instead of chasing perfection, Wax London champions style that speaks for itself, and with the Didcot Doodle Set, they deliver just that.
The Didcot Doodle Shirt
Retailing at £140, the Didcot Doodle Embroidered Shirt is made in 100% linen for maximum breathability and comfort. The standout feature? A playful doodle-style embroidery that dances across the shirt, think freehand sketches, summertime symbols, and a touch of artistic edge. The relaxed fit and short sleeves make it an ideal go-to for warmer months, and its versatility allows it to be worn buttoned up for dinner or open over a vest for casual daywear.
The Kurt Shorts
Matching the shirt, the Kurt Shorts in Ecru complete the co-ord look. Crafted from the same lightweight linen and designed with a drawstring waist and relaxed silhouette, these shorts are tailored without feeling too polished. Whether styled as a set or worn solo, they bring easy refinement to any summer rotation.
Campaign Style Meets British Humour
What makes this campaign really stand out is its cheeky approach to fashion storytelling. By injecting humour into the mix, a man so committed to his look that he keeps it on through a spray tan, Wax London subtly nudges us to not take summer style too seriously. It’s a refreshing take, especially in a menswear landscape often dominated by hyper-serious editorials.
The visual direction of the campaign is sharp, modern, and distinctly Wax. The mist of the spray tan booth, the warm ecru tones of the linen, and the overall mood evoke a late-summer nostalgia that feels tactile and real. It’s another example of Wax London’s ability to merge clever storytelling with elevated everyday essentials.
About the Brand
For those unfamiliar, Wax London is a homegrown menswear brand built on a foundation of sustainability, community, and quality craftsmanship. Known for their commitment to responsibly made garments with a distinct London sensibility, the brand has carved out a niche in the menswear space for their refined, wearable pieces with just the right dose of personality.
Each collection is a testament to their mission, from recycled fabrics and ethical production practices to designs that are built to last across seasons. The Too Good to Take Off series is just the latest in a line of campaigns that reflect Wax’s playful tone and thoughtful aesthetic.
Final Thoughts
Whether you’re chasing the sun or just trying to look like you have been, Wax London’s Didcot Doodle Set is a warm-weather winner. And with this tongue-in-cheek campaign as proof, the brand continues to lead with creativity, quality, and a strong sense of self.
One thing’s for sure: this summer, the outfit’s staying on — even if the tan doesn’t.
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