Tyler Maher in Jitrois: Let’s P.L.A.Y.

Jitrois turns leather into something playful, provocative and surprisingly fluid in its P.L.A.Y. campaign starring Tyler Maher.

Tyler Maher wearing Jitrois stretch leather looks for the P.L.A.Y. campaign

There are fashion houses that use leather as an accent, and then there is Jitrois.

The Parisian label, established in 1983 and known for its signature stretch leather, puts that material firmly back at the center of the conversation with P.L.A.Y., a vivid campaign starring British model Tyler Maher.

Under creative directors Tristan Van Bruwaene and Jay Wilson-Maria, the Jitrois man appears sharper, sexier and considerably less interested in playing by traditional menswear rules.

Styled by Mylene Colona and Emilie Griere, with photography by Jordan Rossi, Rankin and Olly Dundas, the images place Maher against intense washes of turquoise blue, acid yellow, emerald green and sunset pink and orange.

The colors may be playful. The clothes are anything but innocent.

Leather, Skin and the Jitrois Man

Across the series, Tyler Maher becomes an ideal canvas for the house’s fascination with the male body.

One of the strongest looks is also one of the simplest: a fitted black leather jacket worn completely open against bare skin. Elsewhere, the proportions loosen with wide black trousers, leather shorts and relaxed pants, preventing the collection from becoming an endless parade of skin-tight leather.

That contrast is important.

The Jitrois wardrobe can hug the torso in a fitted blue zip-up jacket one moment and then shift into an open black shirt and fluid trousers the next. Leather is treated almost like conventional fabric rather than something inherently heavy or restrictive.

And naturally, there is plenty of skin.

Maher wears cropped and sleeveless pieces that expose the abdomen, perforated leather that functions almost like mesh, and sculpted tops with dramatic cutouts running down the sides of the body. The latter is particularly striking: part armor, part clubwear and part fetish object.

The Jackets Do the Talking

Some of the most memorable pieces arrive through Jitrois’ decorated leather jackets.

Black surfaces become canvases for red graphics, lettering, illustrations and contrasting panels. One oversized biker-inspired jacket is photographed from behind, allowing its elaborate artwork and camouflage-like sleeves to dominate the frame.

Another fitted black jacket is covered in red handwritten-style graphics, creating something between a customized motorcycle jacket and wearable graffiti.

Maher’s clean, slicked-back styling makes these louder pieces work particularly well. Instead of competing with the clothing, his appearance gives the jackets space to become the statement.

There’s an appealing tension throughout: precision versus rebellion.

A Flash of Blue

Then suddenly, electric blue trousers arrive.

Paired with a largely unbuttoned black shirt and sandals, the look breaks the campaign’s leather-heavy rhythm. Against the pink-and-orange background, that intense cobalt becomes one of the series’ biggest visual punches.

It’s also evidence that P.L.A.Y. isn’t simply about putting a handsome man into increasingly provocative leather.

There is experimentation with proportion, fabrication and styling throughout the campaign. A sleeveless graphic top appears with relaxed tan trousers. A cropped black hoodie exposes a sliver of waist. Sandals repeatedly interrupt otherwise aggressive leather looks with something unexpectedly casual.

The result sits somewhere between Paris fashion, motorcycle culture, nightlife and unapologetic male sexuality.

Tyler Maher Makes It Look Easy

Maher brings exactly the physicality these clothes require.

The campaign repeatedly frames his torso as part of the styling rather than simply something underneath the clothes. Jackets remain unzipped, shirts stay open and vests are deliberately constructed to reveal rather than conceal.

But the imagery rarely feels overly complicated.

Against those deliberately artificial, almost airbrushed color fields, Tyler’s controlled poses and Jitrois’ black leather create instantly readable fashion photographs. The body, garment and color become the entire composition.

That simplicity gives P.L.A.Y. its impact.

Nearly four decades after Jitrois established its reputation around stretch leather, the material can still look rebellious. Here it isn’t treated as a nostalgic rock-star uniform. It is cropped, perforated, illustrated, loosened, sliced open and paired with pieces that push it toward a younger, more playful vocabulary.

The campaign title says it best.