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Gustavo Gimeno and Mark Williams standing in suits in Roy Thomson Hall

A Tailor-Made Partnership

Menswear Brand Atelier Munro Features TSO Leaders in Campaign
May 16, 2023

Over the course of a century, the Toronto Symphony Orchestra has become an integral thread in the rich cultural fabric of this city and nation. So when the opportunity recently arose to partner with international menswear brand Atelier Munro, to showcase our leaders and celebrate the intersection of fashion and music, it felt like a perfect fit.


Gustavo Gimeno & Mark Williams on the excellence of harmony | Atelier Munro


The brand campaign for the Amsterdam-based made-to-measure clothier, which débuted on April 29, features CEO Mark Williams and Music Director Gustavo Gimeno in a creative series that spotlights their leadership dynamic and illustrates the interplay between craftsmanship, culture, individuality, and collaboration at the TSO. Dressed in curated collections of elegant pieces from Atelier Munro, Mark and Gustavo illustrate how the harmony of these elements ultimately brings a symphony to life. 

This concept is especially pronounced in an engaging day-in-the-life video, beautifully produced by Milan van Dril, that captures Mark and Gustavo engaging in a variety of activities, in and around Roy Thomson Hall, that are characteristic of their roles.

Also featuring a compelling interview with our two impeccably dressed leaders, complete with stunning photography by Mounir Raji, the campaign embodies modern luxury, with quietly luxurious pieces designed for grand and casual plans alike.

“In the Toronto Symphony Orchestra’s 101st year, we look forward to bringing our orchestra to new audiences in exciting ways,” said Patrick O’Herron, our Vice-President, Marketing & Communications. “There is a natural alignment between fashion and the music we create. Both require ample skill, precision, refinement, and artistry. The sophisticated-yet-accessible style of Atelier Munro resonates with modern symphonic experience, with its diverse range of musical styles and genres. We are delighted to partner with Atelier Munro to showcase the intersection of fashion and the arts, and to celebrate the timelessness of music in a way that speaks to our world today.”

In the fall of 2022, Atelier Munro débuted their Canadian flagship store at 19 Hazelton Ave., in the heart of Toronto’s Yorkville Village. The opening of this second Atelier Munro House on Canadian soil has allowed the brand to further explore the concept of home, creating a localized experience special to the city while bringing their foundational tailoring traditions to life.

“We were excited to see how seamlessly this partnership came together, the cultural alignment between the two organizations was undeniable,” said Joachim Baan, Atelier Munro’s Creative Director. “A big part of what we do is encouraging a ceaseless pursuit of culture, quality, and authenticity, so this collaboration was a natural next step for Atelier Munro as we maintain our commitment to uplifting the people and organizations in our communities that bring these values to life.”

To say this partnership suits us fine would be a tremendous understatement.

Read the interview with Mark and Gustavo and view the campaign photography.

Read the press release.