It will launch with print advertising in national consumer publications along with outdoor advertising, digital and social media campaigns to support the retailer’s redesigned e-commerce website, new store openings in Southampton and Broome Street in SoHo, and the launch of the fall 2020 collections.
The new campaign’s promise is to present a fresh perspective of Paul Stuart aimed at a modern demographic. “General Idea was selected for this project because they understood our need for a contemporary reinterpretation of our iconic brand image and brand perception in the marketplace and provided the new creative twist we were looking for,” said Paulette Garafalo, CEO of Paul Stuart.
Photographed by Peter Ash Lee, the campaign features a cast of real men in the culinary and interior design worlds. The models were photographed wearing Paul Stuart styles in real-life settings in New York City that reflect their unique personalities’ in an authentic manner.
“We worked with General Idea to create a distinctive product message that highlights quality and credibility while leveraging the Paul Stuart heritage,” added Garafalo. “Peter’s imagery brings a fresh new perspective of the brand that appeals to a broad customer demographic.”