Lonsdale+Partners is a platform dedicated to Brands, bringing together over 260 branding, design, and creative experts in Paris, New York, and Singapore.
A collective, 4 agencies, and a shared entrepreneurial culture.
Creative agency dedicated to premium brands and luxury houses
Global branding and design agency
Brand activation and commercial communication agency
Audiovisual production house
Founded in 1865, Stetson became a global leader in headwear and a trusted name in Western heritage, with its "Boss of the Plains" hat symbolizing the pioneering American West. Over 150 years later, the brand has expanded well beyond hats, and fragrance has become a natural extension of that legacy: carrying the same ruggedness, authenticity, and frontier spirit into scent.
That heritage is a strength, but also a challenge: a 160-year-old brand built on cowboys and pioneers risks feeling static or nostalgic to younger audiences who didn't grow up with it.
With the launch of Stetson Untamed, the brand needed to introduce a new fragrance that honored its Western DNA while speaking to a modern, younger consumer, without alienating its established base.
As Western aesthetics surged back into cultural relevance among younger audiences, brands across fashion and lifestyle rushed to capitalize on the trend. Stetson didn't need to. Long before "western core" became a hashtag, Stetson was the definition of Western culture; the trend didn't create the brand, the brand created the archetype the trend is now borrowing from.
Rather than chase a moment, our strategy repositioned Stetson as the authentic source at the center of it: reintroducing the brand to a generation actively searching for the real thing, not a costume version of it.
forceMAJEURE's approach centered on a single tension: honor the legend, without living in the past.
We positioned Untamed not as a nostalgic homage to the Old West, but as its modern reincarnation, taking the raw, rebellious spirit that built Stetson's legacy and translating it into a visual and cultural language that feels native to Gen Z and younger Millennials.
This meant:
● Modernizing the codes, not abandoning them: Western motifs, rugged textures, and open-frontier imagery reimagined through a contemporary, edgier lens
● Built social-first, engineered to travel: content designed to perform natively on TikTok and Instagram from the outset, with a flexibility that let it extend seamlessly into traditional campaign formats
● A masculinity redefined for today: moving away from a singular "cowboy" archetype toward a broader, more inclusive expression of confidence and independence
To bring the campaign to life, forceMAJEURE produced a series of three distinct stories, each capturing a different moment in the wild west, tied to three variant SKUs and their own untamed spirit.
Shot over a two-day production in the deserts of New Mexico, the campaign is a true representation of the untamed environment the fragrance was born from, re-emphasizing that Stetson isn't playing at Western, it is Western.
These individual scenes came together into a collection hero film, conceived as a dynamic collage of moments. The film follows Brand Ambassador Matthew Noszka as he moves through each story, becoming one with the Stetson horse and embodying the untamed spirit at the heart of the campaign. Each of the three variant films zooms into a different adventure: horseback riding, motorbike racing, and testing physical limits across the rocky mountains of New Mexico.
Designed social-first but built to flex, the campaign system translated seamlessly across platforms and formats, from short-form social content to traditional campaign executions, with each vignette functioning as standalone content while feeding into a larger collective story. The campaign rolled out across key markets in the U.S. and globally, with built-in flexibility to adapt locally.
Creative Direction
