Joseph Charm models for Lyle & Scott campaign

Joseph Charm has stepped in front of the camera for heritage British menswear brand Lyle & Scott as part of its Spring/Summer 2026 campaign. Joseph highlights his personal style in the latest chapter of the long-running Wear It Your Way series. Titled The Common Room, the fourth edition of the campaign moves beyond individual portraits to focus on real relationships and shared chemistry. 

Joseph is paired with Tom Nestor. Lyle & Scott describes the duo as connected by comedy and a shared way of seeing the world, noting that their pairing is shaped by personality, timing and the natural chemistry that comes from making people laugh and finding common ground. The campaign deliberately features people who know each other, creating a more relaxed and authentic energy than traditional fashion shoots. 

The Common Room brings together twelve pairings drawn from England, Ireland and Italy across football, music, comedy, barbering and digital culture. The concept celebrates how personal style is influenced by the people around us friends, collaborators and creative partners rather than existing in isolation. Joseph’s inclusion places the rising comedian firmly in this cultural mix. The Wear It Your Way series continues the brand’s tradition of aligning with authentic voices from British culture rather than relying solely on conventional models.