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YARD Explores Duality for Perry Ellis

YARD has a new campaign for Perry Ellis’ fall collection, featuring model Mikus Lazarus, as shot by photographer Daniel Jackson, interacting with himself.

Each shot features Lazarus shot in black and white, in a different iteration of Perry Ellis’ line, with a colorful background. Meanwhile, text appears onscreen with messages like “very classic,” “very instinctive,” and “very on point,” concluding with the message (and iteration of the Perry Ellis philosophy, as expressed by the man himself), “Never be afraid to take risks…and never take the clothes you wear too seriously.”

“The Fall 2014 Perry Ellis ad campaign builds upon the idea of a playful challenge and echoes the words of the late designer of not taking yourself, or fashion, too seriously,” explains Matt Cronin, vice president of marketing at Perry Ellis. “Perry Ellis knew how to walk the line between well dressed and uniquely expressed – while making it all look so easy.”

The campaign features print components in GQ, Esquire, Fast Company, The New York Times Magazine and Men’s Health; as well as outdoor components in cities including New York, Dallas and Los Angeles; and digital featured Out.com, Uncrate.com, ESPN.com, Yahoo.com and in Taxi TV. The spot above kicks off Perry Ellis’ fall season, which will see the brand return to the runway in September.

Daniel Jackson, Photographer

Stephen Niedzwiecki, Founder & Chief Creative Officer

Richard Austin, Creative Director

Jennifer Carter Campbell, Executive Producer

Montana Whitely, Copy Director
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