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Todd Snyder 'solidifies' his brand with new campaign

Todd Snyder 'solidifies' his brand with new campaign

Todd Snyder's new campaign “solidifies” the brand’s ideal man.

The designer sold his eponymous empire to retailer American Eagle Outfitters in 2015, making a cool $11 million (£8.4 million) from the deal. On Thursday (22Sep16) Todd launches his first advertisements under the new management and went all out to showcase his company in the campaign.

“Being that this is our first year under American Eagle and we have our store opening in November (16), we wanted to come out of the gate with something special and put a stake in the ground to solidify who the Todd Snyder guy is,” he explained to WWD.

To achieve this Todd turned to businessman Trey Laird - the founder, chief executive and chief creative officer of Laird+Partners, a creative agency specialising in fashion. The pair had worked together previously at the Council of Fashion Designers of America and The Gap, Inc., with Todd admitting he was desperate to collaborate on a more personal level.

“I always wished I could work with somebody that talented,” he recalled. “So I told him I didn’t have a ton of money but asked if he would help, and he was willing.”

The finished result is ‘Todd Snyder: Gentleman of New York’, shot by photographer Matthew Brookes and starring four male models in different spots in the city’s Greenwich Village. Each black and white picture features a model representing a different vibe given off by the brand. Miles McMillan is dubbed the ‘Urban Artist’ and shows the more sporty side of the label, while Adonis Bosso is the ‘Urban Traveller’, Akin Akman the ‘Urban Athlete’ and RJ Rogenski the ‘Urban Poet’ with his “rugged sophistication”.

Fans can feast their eyes on the images on the company’s website, as well as on the top of New York City taxi cabs and other hot spots around the city. And as the November store opening gets closer, more initiatives will be added.

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