Brief: The assignment was to create fashion ads for a brand of our choosing. Three ads were assigned for this project. Two would be 13x19 grayscale newspaper ads, while the third would be an 8x10.5 color magazine ad. The ads were to display a concept, employ strong visuals, and remain true to the spirit of the brand we had chosen.
Brand: Mr. Porter is an online retailer of high-end menswear. They are one of the first stores to ever create such a successful online presence, sometimes likened as if Bergdorf Goodman had made an online store. The range of brands stocked is diverse, prestigious, and has a modern leaning that does not forget its classical roots.
Strategy: The sort of man that shops at Mr. Porter understands that clothing is a visual language, that what one wears communicates something about you. Though there is a litany of influences that inform the style of an individual man, they should all be built on the bedrock of personal style i.e. one should dress to impress none other than oneself. A disregard for being “stylish” in the eyes of others will allow the individual man to fully manifest his own personal expression of self through the language of clothing.
Visuals: A direct translation of this strategy was decided upon. You should only dress to impress yourself; and you make those decisions in front of the mirror. The man in the mirror, tagline was created from this concept. A set of visuals was created to represent this concept: a young man attires himself in outfits, like ones would find in the Mr. Porter store, and we view him through the mirror just as we would view ourselves. There is an subtle element of surrealism in that there is no camera present as the man views himself in the mirror; it is a direct translation of what the viewer would see were they to look at themselves in a mirror wearing Mr. Porter clothing.
Typography: Mr Porter has an exclusive handwriting font — styled after the writing of Mr. Porter himself — that is used in many of their promotional ads. This font is (unfortunately) not available for purchase. My classmate, the talented Kristina Arsi, created a version of the font for the tagline.
Professor: Summer Doll Myers Art Director: J. Michael O’Donohue Photography: J. Michael O’Donohue Typography: Kristina Arsi