The campaign for Spring 2014 is founded on the belief that men don't need to be too serious and that style can be cool and unpretentious - always with a sense of fun. Building on this notion, Perry Ellis created vibrantly colored imagery illustrating its man in various confident and playful poses emblematic of its namesake designer.
Consistent with the brand's iconic founder, the campaign breaks with conventions as the images seem to leap out of the frame. Sometimes it's a hand or a hat, sometimes a shoe—but in each image something transcends the border, drawing the viewer in.
"We are thrilled to show the evolution of the Very Perry campaign for Spring 2014," says Matt Cronin, vice president of marketing at Perry Ellis. "The campaign delivers an impactful body of work which illustrates the brand's legacy of levity. We are also excited to further shift our media strategy into the digital space leveraging not only traditional elements of the campaign, but also a series of engaging and witty videos which truly bring the Very Perry attitude to life."
Beyond imagery, the campaign also includes a three-part how-to video series exploring the Perry Ellis approach to dressing the modern guy.
"Style tutorials are everywhere," says Richard Austin, Creative Director of YARD, Perry Ellis' creative agency of record. "We wanted to make ours surprising and distinctly Perry. We took inspiration from Perry Ellis himself by working off the ideas he expressed about not taking fashion too seriously and created videos that deliver style info with an entertaining and irreverent nod."
Going into its fourth season under new direction, the revamped Perry Ellis brand continues under the tagline "Very Perry." Born of Perry Ellis' unique approach to life, the platform provides a central point of view from which the brand operates.
The campaign, shot by photographer Daniel Jackson features models Jason Cameron of Red Models and Albert Reed of IMG.
The Spring 2014 campaign will launch in March fashion books including GQ, Esquire, T: The New York Times Style Magazine, Ocean Drive and Fast Company; as well as outdoor campaigns in New York, Los Angeles and Dallas and an expanded digital campaign featuring both still and video assets.
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