New Irish fashion label seeking ‘burly’ male model to be the face of the brand 3 years ago

New Irish fashion label seeking ‘burly’ male model to be the face of the brand

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A new Irish fashion brand claims it is “set to change male fashion in Ireland” with the launch of a competition to find what it claims will be Ireland’s first ‘burly’ male model to be the face of the brand.


The new brand, BRLY, will launch a competition looking for men between the ages of 24-45 ,who don’t fit "the traditional lean or muscular physique of male models", to apply for the chance to be the face of the brand in 2021.

The winner will be the face of BRLY for next year and will shoot with a top fashion photographer to help launch their modelling career as well as benefitting from a profit share agreement.

BRLY (pronounced ‘burly’) says its mission is to help burly men look great with their current body type by offering specifically-designed clothing as well as great advice and tips on how to dress for their body type.

A blurb from the brand describes a ‘burly’ guy as “anyone who knows the frustration of trying to look good in clothes designed for skinnier guys” such as “t-shirts that cling to your stomach but hang loose on the arms” or “jeans which fit your waist but flare out at the bottom”.


Applications for the competition are open on the BRLY website and the deadline is not until 1 October.

Successful applicants will be asked to participate in two rounds of video interviews and one in-person assessment.

The winner will be announced on 2 December 2020.

Speaking about the competition and the need for more representative male bodies in fashion, BRLY Marketing Director Sean Ó Laoghóg said: “While top international modelling agencies like IMG have been promoting plus-sized male models since 2016, Ireland has yet to embrace the phenomenon.


“BRLY is a fashion brand for burly Irish men so we’d like to do our part to diversify the industry’s portrayal of male beauty by featuring more representative male bodies in our campaigns nationwide.”

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