BUFFALO
GETS WANTED: Max George of British boy band The Wanted will appear in the
upcoming fall campaign for Buffalo David Bitton, along with Sports Illustrated
swimsuit model Hannah Davis. “Buffalo has a bit of a rock ’n’ roll vibe, which
I personally love. I felt working with Buffalo was the right fit for me because
Buffalo makes great pieces that I’d wear when I’m performing and also in my
day-to-day life,” said George, who is currently appearing with his bandmates on
E’s reality show “The Wanted Life.”
Max George and Hannah Davis in Buffalo's fall '13 campaign.
Photo By Leda & St. Jacques/Courtesy of Buffalo
The
campaign breaks next month in August magazines as well as on key fashion
blogger sites and Buffalo’s social media platforms. George and Davis will loom
larger than life on billboards, bus shelters and taxi tops in major markets
such as New York, Los Angeles, Miami, Dallas and Montreal, where Buffalo is
based.
Tapping
George is part of a new marketing strategy for the jeans and sportswear maker
devised by Iconix Brand Group, which acquired a 51 percent stake in Buffalo for
$76.5 million in cash in February. “Buffalo has always done beautiful, sexy
advertising, but we wanted to add some of the Iconix formula to it by adding a
celebrity,” explained Dari Marder, chief marketing officer at Iconix. “We live
in a celebrity-obsessed culture, particularly among this demographic of
twentysomethings in the contemporary world.…We put some pictures on a wall and
we knew Max was it.”
The
campaign was shot over Memorial Day weekend at the Chelsea Mansion on Long
Island. A pullout poster will run in the August issue of Nylon as part of a
print buy that encompasses InStyle, W, Lucky, Teen Vogue, GQ, Details, Men’s
Fitness and Nylon Guys, among other titles.
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