USA Network and online retailer MrPorter.com have partnered for a “Suits”-themed fashion promotion in conjunction with the TV series’ season two premiere June 14.
The collaboration will include a microsite, a pop-up shop, a fashion show and an app.
"America has already fallen in love with the aesthetic, the urban New York setting and dynamic characters of ‘Suits,’" says Alexandra Shapiro, executive vice president, marketing and digital, USA Network. "The Mr Porter alliance allows us to bring the ‘Suits’ world to life and directly involve our consumers globally in a uniquely innovative, sophisticated and immersive way."
The partnership will kick off with the release of a “Suits”-inspired microsite on MrPorter.com that will explore the style of “Suits,” and a “Suit Yourself” iOS app, both of which are set to launch on June 6. The Suit Yourself app allows user to virtually try on various suits and accessory styles and share the results with friends through social media.
Following those launches a pop-up store, curated by the Mr Porter team will open in Manhattan's Meatpacking District June 9. At the same time an Army of Suitors, a group of identically clad male models, will bicycle through the streets of New York City, Los Angeles, San Francisco and Chicago outfitted by Mr Porter in ACNE suits and Converse sneakers.
The partnership will culminate in a fashion show on New York City's High Line, featuring the series leads, Gabriel Macht and Patrick J. Adams, on June 12. The show, which will be co-sponsored by Vanity Fair, will feature “Suits”-inspired menswear.
USA Network will support the collaboration with in-show integration and messaging.
"‘Suits’ and its characters align perfectly with the Mr Porter brand and aesthetic," says Mario Muttenthaler, head of sales and marketing, Mr Porter. "By way of taking inspiration from the ‘Suits’ show to create an innovative multi-platform, multi-channel partnership, we look forward to exposing the ‘Suits’ and Mr Porter audiences to exclusively created content, looks inspired by the show and new touch points with the Mr Porter.”