By  on August 17, 2011

Perry Ellis is in the black for fall, literally.

The Perry Ellis International Inc.-owned brand will introduce a capsule collection of all-black wardrobe essentials at Macy’s and Dillard’s stores on Sept. 15.

The line encompasses 14 pieces that can be mixed and matched, said John Crocco, creative director of Perry Ellis. “Black is a versatile and practical shade to wear. There are few colors men can wear head-to-toe and actually look masculine and modern. That insight led us to create an edited collection of perfect black pieces that every guy should own,” he explained.

The range includes a sport coat, trenchcoat, zippered jacket, dress pants, jean, cardigan and both long- and short-sleeve T-shirts. Retail prices range from $45 to $185, in line with the core Perry Ellis collection. The line will carry the traditional Perry Ellis label but will be designated with a special hangtag and have its own T-stands and fixtures in stores.

A print campaign for Perry Ellis Black will run in GQ, Vanity Fair, Boston Common, Michigan Avenue and Selecta magazines, as well as on billboards in New York and Miami.

To promote the line during New York Fashion Week, Perry Ellis will offer a fleet of black cars that will be available to editors and consumers alike. The cars will be free to anyone traveling in New York City and can be flagged down on the street if spotted.

A viral video will launch in September that demonstrates how easy it is to coordinate an all-black outfit, by having guys dress in the dark. A related social media contest will run on Facebook from Sept. 19 to Oct. 7 where Perry Ellis Facebook fans can enter a photo of someone they know who looks like they get dressed in the dark and needs a makeover. One entrant will win a full Perry Ellis Black wardrobe.

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