DiMassimo Carr Dresses Unclothed With Words

NEW YORK Joseph Abboud isn’t the first fashion designer to sell apparel using models in various states of undress, but he may be the first to tell them how to cover up in advertising copy.

A print and outdoor campaign from DiMassimo Carr Brand Advocates that breaks next week features a shirtless Stephon Marbury, point guard for the New York Knicks, and the question, “Joseph, what should I wear?”

Marbury’s oiled-up physique will grace outdoor signage in and around New York’s Madison Square Garden, the Knicks’ home court. Those ads will also be placed in publications including L.A. Confidential, Gotham and Men’s Retail beginning next week.

The effort targets fashion influencers and will appear in mainstream men’s magazines next month, said agency CEO Mark DiMassimo. Additional print ads featuring models other than Marbury will continue to break throughout the spring, he said.

“When an upscale man in a serious business wants to figure out what to wear and he looks at the stories in most men’s magazines, he’s very likely to get steered wrong,” DiMassimo said. “Joseph Abboud is committed to steering him right.”

The clothier chose the New York indie shop to handle its account in November. The client spent about $2 million on advertising last year, according to TNS Media Intelligence/CMR.