John Lewis unveils 'everyday-hero' as new model

It's not the clean cut image you might expect from Exeter's flagship store but John Lewis has gone for, shall we say, a slightly more earthy image with its latest men's wear model.

Out has gone the more traditional smooth, fresh-faced appearance for a rugged, bearded, 'deconstructed' look.

According to Matthew McCormack, John Lewis’s buying director, this new look ‘represents what the brand is about’.

He added: "He is a little deconstructed but kind of smart and has a great sense of style.

"He is a bit dishevelled and is deliberately growing his hair, but he cares about his look.

"He is a hard-working, everyday-hero kind of bloke."

The hairy model in question is Johnny Harrington, 32, a former carpenter from Milton Keynes.