GOING BIG: Patrik Ervell is getting serious about its ad campaigns. For the first time, the New York-based men’s wear brand will be running its ads in several magazines including Arena Homme Plus, Fantastic Man, Wonderland, Man About Town, Document and others. In previous seasons, the brand had run smaller ads in publications with limited distribution.
The campaign stars two classically trained dancers, a move Ervell said was to capture “expressive movements,” and was shot by London-based photographer, Daniel Sannwald. In one of the ads, a dancer — set in front of a dandelion-hued backdrop — embraces his jacket, his head upward turned. It will run alongside a video, also directed by Sannwald, that will debut later next month.