The 'You Must Create' (YMC) Fall/Winter 2010 campaign features a middle-aged bearded man as the model. The man doesn't seem to be enjoying himself too much, but he does have a knack for modeling and showing off the clothes in a very demure manner.

The collection itself features heavy overcoats, patterned wool sweaters and jackets all ready to wear for when winter hits. You Must Create is definitely straying from the norm with this interesting fashion campaign. Regardless of the bearded model, the quality and cuts of the clothes are what really matters.