NEW WAVE: British fast-fashion web site BoohooMan.com has launched a capsule collection for fall, and an accompanying ad campaign modeled by Quincy, son of Sean “Diddy” Combs, who is forging a career as an actor and recording artist.

The new campaign shows Quincy dancing to his latest single “Blue Dot,” dressed in the high-street retailer’s latest range, which mixes traditional British elements such as tweed jackets with trend-led street pieces, including camouflage-printed bomber jackets, distressed denim and oversize shirts.

The new collection and ad campaign are in line with Boohoo.com’s renewed strategy for men’s wear. It launched the men’s site in May, with plans to focus on trend-led collections and dedicated content for its young consumer.

Prices range from 10 pounds, or $13, for a T-shirt, to a tweed coat for 45 pounds, or $58.

“The campaign was created with the intention to introduce our new design, trend-led collections. The main focus for us this season has been outerwear and in particular our strong offering of coats and jackets,” said Shane Chin, men’s wear design manager at BoohooMan.

Additional video content with backstage footage and a Q&A where the artist talks about his career and favorite trends were also created as part of the project, in order to further engage with Boohoo’s Millennial target customer and Quincy’s 1.4 million followers on Instagram.

“Social media does assist in promoting a brand and as an online retailer really keeps us connected with our customer,” added Grace Goodhind, the company’s marketing executive.

“The additional video content featuring Quincy is a way for us to engage on a more personal level with our audience and his fans. We will showcase it across our social channels so that there is more context to the collaboration. It’s a way to showcase the collection in real time.”

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