Influencer Marketing: Brooks Brothers

suited FOR every BODY

Expand the perception of what success looks like for this new generation through the lens of Brooks Brothers

Brooks Brothers is for wealthy white guys.

Dressing the American esteemed, from Presidents to Hollywood elites to CEOs of some of the most successful businesses, Brooks Brothers is renowned for its clientele of a certain class. However, with its recent financial troubles, the brand is holding too tightly to its long-existing audience and an antiquated image of success.

How might Brooks Brothers remain a status symbol while weaving itself into the fabric of a new generation's definition of achievement?

The scope of who can achieve success has broadened, yet Brooks Brothers has stayed the same.

Today's industry leaders still appreciate a clean blazer and tailored slacks. The quality garments that Brooks Brothers offers are timeless and remain in style.

However, today's industry leaders come from a wide variety of races, ethnicities, sexual orientations, gender expressions, heights, weights, and hairstyles. The brand has the opportunity to join in reimagining what business wear can look like and evolve how these pieces show up in the world.

Strategy: Success Refitted

Reimagine the essence of success with Brooks Brothers, tailoring businesswear for the dynamic individuals defining achievement today.

This influencer marketing strategy aims to transform the faces of Brooks Brothers, guiding consumers from familiar perceptions to the boundless possibilities of the clothing, ushering in a new era of inclusivity.

fashion has always been closely tied to success.

It's all about access—not just to pricey designs or quality fabrics, but there's a certain level of privilege required to authentically express who you are on the outside.

At the beginning of Brooks Brothers, access to success was limited to white men born into a certain class.

Today, access to success has expanded, yet Brooks Brothers has remained stagnant in diversifying its representation and embracing a broader spectrum.

the criteria:
tailoring of influence

Fearless

We seek influencers who approach both
life and fashion without fear, ready to break barriers and challenge norms, embodying
the daring spirit that Brooks Brothers aspires to capture.

Fashion-Forward

Our chosen influencers are trendsetters
at the forefront of fashion, not just
wearing the latest styles but also shaping future trends with their unique sense of style and innovation.

Frank

Transparency and honesty are key; we prioritize influencers who share their genuine life experiences and thoughts with their audience, fostering a culture of authenticity and trust that resonates with the values of Brooks Brothers.

The Talent

  • JOEL KIM BOOSTER

    A queer stand-up comedian and actor who wears the hell out of a suit.

    ACTIVATION

    How-To social content on Instagram and Tiktok

  • ZAYA WADE

    A trans activist, model, and also happens to be retired basketball star, Dwayne Wade's, daughter

    ACTIVATION

    Get-Ready-With-Me video for high school prom, documenting Zaya getting ready for her big day.

  • ELLIOT PAGE

    A critically acclaimed actor, author and trans icon

    ACTIVATION

    Showing up on fashion's biggest night at The MET Gala, sponsoring a celebrity's spot at a table inside and collaborating to design a custom outfit.

  • ZIWE

    A comedy writer, host, showrunner, and style icon

    ACTIVATION

    How-To social content on Instagram and Tiktok

  • GREG NTORE

    A personal stylist dispensing his take on the menswear of today

    ACTIVATION

    How-To social content on Instagram and Tiktok

  • TYLA LAUREN

    A style and natural hair influencer with a deep affinity for a good blazer.

    ACTIVATION

    How-To social content on Instagram and Tiktok

  • CHRIS KABEYA

    A modern-day gentleman offering needed advice for classic fashion

    POTENTIAL ACTIVATION

    How-To social content on Instagram and Tiktok

  • @THENOTORIOUSKIA

    Kia's on IG and YT showing off her massive sneaker and thrift collection, all while dispensing lifestyle tips.

    ACTIVATION

    How-To social content on Instagram and Tiktok

  • JASON BOLDEN

    A celebrity stylist and collaborator with stars from Rihanna to Michael B. Jordan.

    ACTIVATION

    Collaborate with The Springhill Company on a special episode of The Shop that will discuss fashion and relevant topics.

  • RACHEL JOHNSON

    The celebrity stylist of Lebron James, and CEO of Thomas Faison Agency.

    ACTIVATION

    Collaborate with The Springhill Company on a special episode of The Shop that will discuss fashion and relevant topics.

  • LAW ROACH

    A celebrity stylist and collaborator with stars from Zendaya to Celine Dion.

    ACTIVATION

    YouTube series on Brooks Brothers channel
    Style: Know the Rules, Break the Rules

  • JONATHAN SQUARE

    A professor of fashion history at Parsons School of Design (and defender of Brooks Brothers)

    ACTIVATION

    YouTube series on Brooks Brothers channel
    The Untold History of Style

  • CHIKA

    A queer, grammy nominated rapper also known for her viral body positive #egochallenge

    ACTIVATION

    Style Like U YouTube channel multi-video sponsorship/partnership

  • MAE MARTIN

    A non-binary stand-up comedian, actor, show creator, and great social media follow

    ACTIVATION

    Style Like U YouTube channel multi-video sponsorship/partnership

  • JORDAN GONZALEZ

    A trans actor who's appeared on Pretty Little Liars.

    ACTIVATION

    Style Like U YouTube channel multi-video sponsorship/partnership

  • RYAN DESTINY

    A talented triple threat: actress (Grown-ish, Star), singer and songwriter

    ACTIVATION

    Style Like U YouTube channel multi-video sponsorship/partnership

  • MIGUEL ALEJANDRO

    A Latino, trans, storytelling TikToker, laughing through the tears of his sexual identity journey

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Share an impactful moment in which you felt a deep sense of belonging.

  • JADE FOX

    A comedy and style YouTuber, creative director, and masc fashion icon

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Share an impactful moment in which you felt a deep sense of belonging.

  • TATI MENDOZA

    A queer lifestyle, fashion, and travel influencer

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Share an impactful moment in which you felt a deep sense of belonging.

  • CHELLA MAN

    A multidisciplinary artist known for his perspective as a trans, deaf, and Jewish person of color.

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Share an impactful moment in which you felt a deep sense of belonging.

  • WISDOM KAYE

    Dubbed "the best dressed man on TikTok," Wisdom is a director, stylist, photographer and college student.

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Show how you can wear this Brooks Bros staple in five different ways.

  • @DANIE.SIERRA

    A fashion model and sneaker creative director

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Show how you can wear this Brooks Bros staple in five different ways.

  • @WUZG00D

    A creative director for Laraque clothing, Ford model, and expressive fashionista

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Show how you can wear this Brooks Bros staple in five different ways.

  • @JONSJAWNS

    A content creator and a 'very Brooks' thrifted fashion model

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Show how you can wear this Brooks Bros staple in five different ways.

  • SEAN LEW

    A genius: creative director. choreographer. actor. dancer. chef. clothing designer.

    ACTIVATION

    Social media partnerships

    MINI BRIEF

    Show how you can wear this Brooks Bros staple in five different ways.

the EXPRESSION:
STYLING NEW NARRATIVES

To truly embody this new direction, Brooks Brothers needs to show it through where and how they pop out, ensuring that each touchpoint reflects the inclusivity of its updated vision. These activations aren’t just for show—they serve to underline Brooks Brothers’ dedication to change and underscore the brand's role as a leader in reshaping what traditional business attire looks like today.

Brooks Brothers will design and distribute uniforms for students at the LeBron James-founded I Promise School in Akron, Ohio, helping to shape the future of fashion and setting younger generations up for success. This initiative expands what these young people envision for themselves and helps rewrite the societal narrative associated with coming from challenging environments.

UNIFORMS OF PROMISE

A partnership between Brooks Brothers and the Style Like U YouTube channel aims to merge classic style with narratives of self-acceptance and challenging beauty norms. By dressing participants in Brooks Brothers' outfits for series like The What’s Underneath Project and Closets, this collaboration helps the Brooks Brothers brand embrace more nuanced and vulnerable storytelling beyond what some might see as just the hard shell exterior of a business suit. This enhances each brand’s message and empowers audiences to confidently embrace their true selves.

FASHIONING CONFIDENCE

The TikTok account, The People Gallery, captures the essence of big city street fashion, from Lil Uzi to SoHo grannies, with Maurice Kamara firing off rapid questions about their outfits, fashion sense, and Zodiac signs. Brooks Brothers plans to sponsor posts and scout the streets of New York for uniquely styled individuals to model at a Brooks Brothers fashion week show. This activation demonstrates the versatility of our products and underscores that everyone belongs in Brooks Brothers' clothing, elevating everyday people to fashion's biggest stage.

runway realness

Many brands could do better at reading the room, realizing that the world has moved beyond whiteness as the barrier to wealth. Others in its category, like Ralph Lauren, Hugo Boss, Calvin Klein, or J. Crew, are more established as fashion statements to 'look the part.' People often purchase clothing from these competitors when entering new spaces for the first time, seeking to look like they belong. However, Brooks Brothers has consistently been the choice for those who want to be difference makers, for those who actually want to put action behind being taken seriously.

Brooks Brothers stands out with the potential to redesign the 'required' uniform for being taken seriously in business. By embracing a broader definition of success, the brand is poised to pioneer the transformation of professional wear, respecting its legacy while forging a new path forward. Having inspired numerous brands in its category, Brooks Brothers is uniquely equipped to reshape what success looks like for today’s diverse and evolving workforce.

why brooks BROTHERS?

What I actually did

  • Copywriting this webpage

  • Strategy + Insights

  • Brand, Consumer +
    Culture Research

  • Fashion/Success Timeline

  • Influencer Criteria

  • Talent Selection

  • Proposed Activations +
    Mini Briefs

Collaborator

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