Lloyd Redefines Perry Ellis for Him, Her

NEW YORK Perry Ellis takes separate approaches in its men’s and women’s spring image campaigns developed by Lloyd (+ Co.).

Separate advertising from the New York agency for women’s apparel and menswear products will run throughout the year.

The “real guy” menswear effort, featuring actor Paul Rudd wearing the upscale brand, will launch in Sports Illustrated in February, then in the March issues of Esquire and GQ. Outdoor in markets such as New York, Los Angeles and Chicago will complement the print ads. Rudd is perhaps best known for his recurring guest role as Phoebe’s boyfriend on NBC’s Friends.

Menswear product ads will also appear in Forbes, Men’s Health, FHM, The New York Times, Men’s Journal, People en Espanol, Ocean Drive and Selects. Women’s fashion ads will run in Travel & Leisure, Harper’s Bazaar, Elle, W and The New York Times.

Women’s ads will feature Brazilian model Liliane Ferrarazi in fashion-styled images. Men’s product ads focus on items such as belts, ties, underwear and socks.

Both the women’s and men’s image campaigns were shot in a New York apartment and depict the aspirational lifestyle of the Perry Ellis brand. Rudd is shown playing chess, strumming a guitar and just hanging out.

“We wanted to take a different direction for the brand and establish a lifestyle approach,” agency principal Doug Lloyd said about the men’s business. “In the past what we’ve done was more fashion-centric. We loved the timeless, ageless ease about Paul Rudd and his movie and TV work.”

Campaign spending was not disclosed. Perry Ellis spent approximately $10 million on ads in 2002 and just over $9 million in the first nine months of 2003, per Nielsen Monitor-Plus.