Last September, the Perry Ellis brand returned to New York’s Fashion Week for a collection under new creative directors that ultimately received 60 million impressions, up from 20 million impressions for its prior show in 2012.
Now, the brand is continuing its revitalize the fashion brand with the “Very Perry” campaign supporting its Spring 2015 Collection that runs across out-of-home, digital, social and Taxi TV in New York City. Print ads will appear in GQ, Esquire, ESPN and T Magazine, among others.
The campaign kicks off with an online video featuring creative director Michael Maccari interviewing himself to further evolve the idea of duality the brand launched last year. Working to maintain the true Perry Ellis spirit of not taking yourself—or fashion —too seriously, this video is also designed to convey how Maccari uses the collection to incorporate elements of nontraditional style and surprising fabrics, as well as performance-inspired sportswear.
“The Michael video was different as it highlighted the new designer and creative director of the brand,” says Stephen Niedzwiecki, founder and Chief Creative Officer of Yard. “And we wanted to do so in a way that connected to the campaign and overall Very Perry platform. In our print, we had models interacting with themselves so we thought it would be cool to do a talk show type of interview where Michael played both parts. Step it up from the basic behind-the-scenes interview.”
Perry Ellis International spent $5.467 million on advertising in 2014, up from $5 million in 2013, according to Kantar Media.
This is the seventh season the Yard has worked with Perry Ellis.