AR Readies Print for Brooks Brothers

BOSTON Brooks Brothers is preparing to launch new advertising for its namesake core brand and high-end Black Fleece collection from designer Thom Browne.

The iconic clothier hired independent AR in New York for the push after previously handling creative chores in-house.

New work breaks mainly in print and online media this fall. Photographer Tom Munro shot the monochrome Black Fleece campaign, which uses the line, “Style for a new generation.” Images are highly stylized and purposely posed, unlike most recent Brooks Brothers ads, which have shown sunny, naturalistic shots of men and women in the firm’s clothing. The high-end Black Fleece collection features suits priced around $2,500 and represents an effort by the client to lure new customers.

The client spent $12 million last year in domestic media and $2 million in Q1 ’07, per TNS Media Intelligence.

“We selected AR because they immediately understood the direction Brooks Brothers is taking. They approached the project with thoughtfulness, creativity and respect for our brand’s history and its values,” said client CEO and chairman Claudio Del Vecchio.

The agency has crafted campaigns for a number of fashion advertisers, including Brioni, Calvin Klein, Dolce & Gabbana, Jones New York, House of Dereon and Banana Republic. Last year, AR was hired to launch a push for St. Regis Hotels, Resorts & Residences following a review.