Brooks Brothers introduced the 'Make It Yours' campaign, created as the retailer refreshed its preppy, heritage image for contemporary shoppers. The effort, led under creative director Michael Bastian and Catalyst Brands’ marketing leadership, featured photography by Coliena Rentmeester and presented heritage pieces with casual, youthful styling featuring blazers with shorts and suits paired with sneakers.
The launch included a cast spanning generations and roles—actors, creators, influencers and advocates—each discussing personal style while wearing updated Brooks Brothers looks, underscoring a lifestyle-meets-heritage approach. The campaign tied to broader business moves since the brand’s 2020 bankruptcy, including SPARC Group’s ownership and the formation of Catalyst Brands, which positioned Brooks Brothers for renewed growth.
For consumers, Make It Yours reframes classic tailoring as adaptable, cross-gender dressing that fits modern wardrobes, signaling a wider trend of heritage labels refreshing identity to court younger, style-focused buyers. The campaign matters because it translates archival design into everyday wear, making tradition feel personal and relevant again.
Image Credit: Brooks Brothers
What Makes This Trend Stand Out
- Modernized Heritage
- Heritage labels reviving archival designs with contemporary styling create opportunities for reimagined product lines that bridge nostalgia and current fashion sensibilities.
- Cross-gender Tailoring
- Blurring gendered silhouettes by promoting adaptable suiting and unisex pieces opens pathways for modular fits and size systems that serve a wider demographic.
- Lifestyle-driven Storytelling
- Consumers gravitating toward campaigns that fuse personal narrative with product suggests new experiential formats and content-driven commerce models centered on individual expression.
Sectors Adopting This
- Fashion Retail
- Brick-and-mortar and online retailers modernizing classic brands can explore curated hybrid assortments and immersive instore experiences to attract younger, style-focused shoppers.
- Brand Licensing and Collaborations
- Strategic partnerships between legacy labels and contemporary creators indicate potential for co-branded capsule collections that unlock new markets and cultural relevance.
- Apparel Tech and Textile Innovation
- Advances in adaptable materials and fit-customization technologies align with the trend toward versatile tailoring, enabling scalable personalization and sustainable production methods.
