George 97

Brand: Perry Ellis
Year: Spring/Summer 1997
Model: George Van Reenen
Photographer: Bruce Weber

source: scanned by Pierre Grenier

Article: Perry's parry: Perry Ellis uses inspiration from original campaign for $6 million blitz.
Article from: Daily News Record
Article date: January 31, 1997
Author: Williams, Stan

Perry Ellis International is going back to the days of the beloved designer's first ads with an outdoor and print campaign that breaks in February. Shot in December by Bruce Weber at Miami's Golden Beach, the new imagery bears a striking resemblance in mood to the ones shot by Erica Lennard in the '80s.

The new promotion is part of a $6 million blitz, three times more than that of 1996, according to Max Garelick, CEO and president of Perry Ellis International, which oversees the creative for all Perry Ellis licensees, including Salant's Perry Ellis Menswear for sportswear, slacks and dress shirts and Hartmarx for tailored clothing.

The multi-image campaign, put together by Sam Shahid & Co. in New York, represents the largest print buy for the company in at least two years, Garelick said.

It features South African model George Van Reenen, whose look is natural -- not shaved and pumped. We wanted to use someone who looks like he feels good with himself, Garelick said. He's not erotic-, neurotic- or psychotic-looking. He looks confident, natural and intelligent.

The billboard part of the campaign is already up in New York's Times Square and on Los Angeles' Sunset Boulevard, and images will be put up in bus shelters in March.

Also for March, Perry Ellis has placed spreads in Fortune, GQ, Men's Health, Details, Rolling Stone, The Source, Vanity Fair, Vibe and The New York Times Magazine, as well as a single page in Out. In April, Icon, W Men's Portfolio and Maxim will be added
to the print buy. We see this as the next step in our evolution, Garelick said.


Gaby said...

I never knew that model's name until this site. I always wondered what happened to him. I guess he must have gone back to South Africa.

Johec said...

I discovered his name looking for info of other models!

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