In case you missed it: “collegecore” and preppy style are in.
Cue Brooks Brothers, home of crisp Oxford shirts and tailored suits for the past 200 years. Determined to prove that age is just a number, the luxury fashion brand has been on a journey to update its image for contemporary audiences under the creative direction of Michael Bastian, moving to a more casual, youthful aesthetic while retaining its classic American roots.
Brooks Brothers hopes its new brand positioning, “Make It Yours,” will help usher the brand into the future while honoring its heritage and court a new generation, particularly affluent women who show high purchase intent but represent less than 30% of its customer base.
The campaign articulates a “lifestyle-meets-heritage” mindset, offering a modern take on traditional fashion that crosses genders and generations. Suits can be his and hers. Classic is bold, not boring. Timeless style can be personal and adaptable.
Photographed by Coliena Rentmeester, the campaign is fronted by a range of generations and disciplines, including actor Leslie Bibb; creator and fashion entrepreneur Nick Wooster; comedian and television writer Alex Edelman; creator and fashion influencer TyLynn Nguyen; model, entrepreneur, and athlete Nick Arrington; and advocate, model, and director Bethann Hardison.
Each answers questions related to Brooks Brothers and their personal style, while dressed in heritage clothing styled with a modern edge (think blazers paired with shorts and suits with sneakers).
What comes to mind when you hear Brooks Brothers? “Timeless,” shoots back Arrington. Three words to describe your personal style? “Conservative, fearful, and safe,” jokes Edelman. “I’m a bohemian, I’m not trying to get dressy. Just keep it easy,” details Hardison.
“Brooks Brothers is truly part of the fabric of America’s fashion and culture. We’ve dressed some of the most notable figures in history. And yet, if you think about the zeitgeist in fashion right now — where the desire for tailored style is skyrocketing, and classic fashion is dominating popular culture — it’s really Brooks Brothers’ moment,” Marisa Thalberg, chief customer and marketing officer of parent company Catalyst Brands, told ADWEEK.
She continued: “The beauty of this campaign is that it’s not a transformation at all. It’s an awakening, inviting a modern and expanded audience to see the possibilities of Brooks Brothers with fresh eyes. We’re bringing lifestyle to heritage, while honoring who we’ve always been.”
