BUFFALO GETS WANTED: Max George of British boy band The Wanted will appear in the upcoming fall campaign for Buffalo David Bitton, along with Sports Illustrated swimsuit model Hannah Davis. “Buffalo has a bit of a rock ’n’ roll vibe, which I personally love. I felt working with Buffalo was the right fit for me because Buffalo makes great pieces that I’d wear when I’m performing and also in my day-to-day life,” said George, who is currently appearing with his bandmates on E’s reality show “The Wanted Life.”
The campaign breaks next month in August magazines as well as on key fashion blogger sites and Buffalo’s social media platforms. George and Davis will loom larger than life on billboards, bus shelters and taxi tops in major markets such as New York, Los Angeles, Miami, Dallas and Montreal, where Buffalo is based.
This story first appeared in the June 19, 2013 issue of WWD. Subscribe Today.
Tapping George is part of a new marketing strategy for the jeans and sportswear maker devised by Iconix Brand Group, which acquired a 51 percent stake in Buffalo for $76.5 million in cash in February. “Buffalo has always done beautiful, sexy advertising, but we wanted to add some of the Iconix formula to it by adding a celebrity,” explained Dari Marder, chief marketing officer at Iconix. “We live in a celebrity-obsessed culture, particularly among this demographic of twentysomethings in the contemporary world.…We put some pictures on a wall and we knew Max was it.”
The campaign was shot over Memorial Day weekend at the Chelsea Mansion on Long Island. A pullout poster will run in the August issue of Nylon as part of a print buy that encompasses InStyle, W, Lucky, Teen Vogue, GQ, Details, Men’s Fitness and Nylon Guys, among other titles.