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Italian denim maker Energie has tapped Jonathan Rhys Meyers for its new advertising campaign. The Irish actor, who appears in Showtime’s “The Tudors,” will be featured in the brand’s spring and fall global campaigns.
This story first appeared in the January 15, 2009 issue of WWD. Subscribe Today.
“Jonathan Rhys Meyers perfectly captures the rock ’n’ roll attitude and ‘style-clash’ aesthetic that characterizes the Energie brand,” said Wichy Hassan, co-founder and creative director of Sixty Group SpA, the Chieti, Italy-based parent company of Energie. “As an Irish actor with a successful film and television career, Jonathan has broad global appeal. And more importantly, off camera he has a casual, cool downtown style and he is a real denim connoisseur.”
The ads were lensed in a Paris studio by Steven Klein, who has worked for the brand previously, and styled by Patti Wilson. The images are meant to convey notions of movement and perspective, with set walls constructed at distorted angles. “The images play with the idea of strength, masculinity and power,” said Hassan. “I think they are very sexy and strong.”
The spring campaign will break worldwide in February, with the primary investment concentrated in outdoor and digital media. The outdoor campaign will be a branding initiative in capital cities, supported by more targeted ads in smaller cities. Additionally, the ads will run in select fashion and lifestyle magazines around the world, including GQ, Vogue Hommes International and Citizen K.
Meyers has become a regular in men’s fashion ads in recent years, having been in the fall 2006 and spring 2007 Versace men’s campaigns, as well as in Hugo Boss’s Hugo fragrance ads since 2005. His films include “Match Point,” “Mission: Impossible III” and “August Rush.”
Hassan said he was not concerned Meyers has been the face of other fashion brands in recent campaigns. “The styling and concept of the campaign is uniquely Energie,” he explained.
Energie, which is the men’s counterpart to the Miss Sixty brand, is distributed in about 50 U.S. wholesale accounts, including Nordstrom, Macy’s West and Urban Outfitters. Additionally, there are two stand-alone Energie stores in Miami and Los Angeles, as well as 11 Energie-Miss Sixty units in other U.S. cities. Worldwide, there are 300 Energie stores.
Sixty Group, which includes Miss Sixty, Sixty, Energie, Killah, RefrigiWear, Murphy & Nye, Richlu and Baracuta, had sales of about 700 million euros, or $929.4 million at current exchange, in 2008.