The SS13 collection with its first publicity campaign, "SYNONYMUS & ANTONYMUS" talks about the iconic quality and versatility of G9, and its close involvement with music and culture. In the Synonymus & Antonymus campaign, Baracuta G9 is worn and interpreted by couples who are different and opposite both in age and in style or setting. Their passionate choice of the same item of clothing is what brings them all together: showing how the iconic G9 breaks down barriers of age, lifestyle and culture. "Synonymus and Antonymus" tells the story of real people: talents that represent the subcultures of the British scene, which have always worn the the Baracuta G9. Among them is Sir Norman Jay, the baronet DJ and founder of the Notting Hill Carnival, portrayed next to Chris, a Skinhead electrician; the tailor Sam Mingle next to actor and comedian Tony Law; Wayne, a Fifties mod, with Simon, a contemporary mod; Matt, who is a professor and Tomas, who is a student and DJ; Ian, an elderly golfer, and Ian, who is an artist and musician with the band The Correspondents.
The campaign and the video were conceived by Jocks & Nerds, the new magazine and creative group involved in the art, lifestyle and culture on the British scene.