The fall campaign features contest winners Jeffrey Miller and Antonio Cannon, with model Richard Harrison.
Photo By Anthony Mandler
MODEL CITIZENS: Two winners were crowned in Sean John’s online model search, and the duo will appear in the brand’s fall and holiday marketing campaigns. Antonio Cannon from Chicago and Jeffrey Miller from Burbank, Calif., were chosen from among the 10,000 entries received during the contest in April. The just-shot campaign was unveiled at a holiday collection press preview at Sean John headquarters in Manhattan last week.
“It was an idea that Puff had to find a fresh face, as we are repositioning the brand and targeting a younger consumer,” said Dao-Yi Chow, creative director and vice president of marketing at Sean John, referring to Sean Combs, founder and chief executive of the company. “The whole thing came together very quickly, which is the beauty of the Internet.”
The images were shot by Anthony Mandler, who photographed the spring Sean John campaign, as well as Combs’ turn in the recent Ciroc Vodka ads. A final media plan has not been finalized, according to Chow, but it likely will include outdoor, print and online components. The budget will be even with spring but down from last fall. “We are figuring out ways to stretch our dollars and make an impact,” explained Chow.
The ads will support a fall and holiday collection that features the brand’s revamped design direction, featuring slimmer fits and more contemporary styling, along with lower prices, noted Dawn Robinson, president of Sean John. The holiday collection featured V-neck sweaters that retail for $58, jeans at $78 and a leather jacket at $299.
— David Lipke
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