Van Heuson is appealing to young men in a new campaign via creative agency The General Store.
The campaign sees Van Heusen take a fresh approach to promoting its latest collection by targeting a younger audience, encouraging them to style up their wardrobe for both the office and social occasions.
The ‘Any Wear, Any Time’ campaign captures personal moments in time through a diverse group of emerging Australian talent including R&B/hip-hop artist Jeida Woods, Chinese-Australian artist Remy Faint and model Harrison Brown.
PVH Heritage Brands general manager Dan Aston said: “Now that we’re out of lockdown and heading towards the festive season, young male consumers are ready to toss out their trackies and dress up again, whether it’s for the races, weddings or the Christmas party.
“At the same time, workplaces have become a lot more casual in recent years and Van Heusen can inspire men to sharpen their existing wardrobe with the latest collection.”
The General Store CEO Matt Newell said: “Van Heusen is an iconic menswear label with a loyal customer base but wanted to expand its appeal to a younger demographic. We created a dynamic campaign with a new aesthetic that shows younger customers how they can incorporate the brand into their lifestyles, whether that be in the office or beyond."
Credits:
Client: PVH
Strategy & Creative: The General Store
Photographer: Steven Chee
Videographer: Gemma De Maria
Styling: Grant Pearce
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