by John Russel Jones

Eton Shirts, the longstanding Swedish shirt brand for men, has launched its main brand campaign with Swedish-American medalist and world-record holding pole vaulter Armand “Mondo” Duplantis. The latest campaign “Moments Make the Man” is an intimate portrait of those moments, both big and small, which define a person’s life. Through the campaign, Eton is emphasizing its ambition to be an ever-present part of all those moments, both larger-than-life and smaller intimate experiences.

The story is told through a film where each scene represents a moment in Duplantis’s life. He shares and reflects on the experiences that have defined him, both as an athlete and as a person, from his biggest athletic achievements to falling in love. The Swedish model Desiré Inglander, who also is Mondo’s girlfriend, is featured in some of the scenes to illustrate another defining moment – creating a home together with someone. Mondo is styled in Eton’s signature styles and key items from the new fall collection.

“Despite having been fortunate enough to have experienced some incredibly grand moments, met some of the best athletes in the world, and broken a few records, the smallest and most intimate moments define me equally as much, as an athlete, a person, and a man. I hope that I, together with Eton, will inspire people to acknowledge and appreciate all life’s moments while they pursue their inner ambitions,” says Duplantis.

Moments Make the Man was photographed by Johnny Kangasniemi in Stockholm and is a brand campaign following the teaser “What does it Take?” which was launched this past summer. The teaser marked the initial step in collaboration with Duplantis. Moments Make the Man can be followed on Eton’s social channels and at

“The Eton customer is on a constant journey to be the best they can be. A journey that consists of moments, everything from grand celebrations to everyday routines. We wish to inspire people to make the most out of every moment through this campaign and we hope that we can assist our customers with feeling a bit more comfortable and confident while doing so, regardless of it being a life-changing moment or not. Because at the end of the day, all moments add up to who we are,” says David Thörewik, CEO at Eton.