The Joseph Abboud brand is taking a higher profile this spring.
After a two-year absence, the men’s label owned by WHP Global has created a marketing campaign centered around its tailored clothing.
Called “A Life Well Suited,” the campaign features actors Will Catlett and Ilfenesh Hadera, as well as U.S. Army Green Beret and former Seattle Seahawks player Nate Boyer along with Carson Pacheco and India Rawsthorn as a young couple dressed for their prom and Chris F and Aine Noelle preparing for their wedding.
“We hadn’t shot a campaign in two years but we thought it was important to create assets and storytelling around occasion dressing,” said Jameel Spencer, chief marketing officer of fashion and athletic verticals at WHP. “This campaign is about more than clothes — it’s about the moments that shape us. The suit becomes part of that story: tailored to perfection, ready for the moment.”
Will Catlett and Ilfenesh Hadera in the campaign.
Courtesy of Joseph Abboud
The cast was shot at the Oheka Castle in Huntington, N.Y., a Gold Coast mansion on Long Island, in still photos as well as a video. The images feature the brand’s ready-to-wear, custom and bespoke suits, the latter of which are available by appointment with the company’s master tailor. Joseph Abboud also has a robust rental program targeted to proms and weddings.
“Those are the four pillars of the brand,” Spencer said.
The Joseph Abboud label, which is exclusive to Tailored Brands, parent of the Men’s Wearhouse, in the U.S. and Canada, also touts that much of the collection is made in the U.S. at the Joseph Abboud factory in New Bedford, Mass.
“We wanted to put the brand in an aspirational light,” Spencer said, adding that the concept was that men’s tailoring “can take you into another world.”
The Joseph Abboud brand is also available for rentals.
Courtesy of Joseph Abboud
Pieces featured in the campaign include a green velvet double-breasted suit, a three-piece navy pinstripe suit, a classic tuxedo and a burgundy single-breasted suit with black lapels for the prom outfit.
Spencer said the video, whose title page says it is “Inspired by Timeless Stories,” was “shot like a movie trailer.” It introduces the cast, which includes “amazing women as well — for authenticity,” he said, and showcases the brand’s “story of classic, masculine American tailoring.”
The campaign focuses on Joseph Abboud’s tailored clothing.
Courtesy of Joseph Abboud
Spencer also singled out Boyer as a key player in the campaign because he is a former service member. Men’s Wearhouse has long supported veterans and holds fundraisers centered around military service members and their families. Customers are encouraged to make a donation at the register when checking out and the retailer will match it. Since launching in November 2022 for Veterans Day, Men’s Wearhouse has donated $6 million to the cause.
“As a proud U.S. Army veteran, I’m grateful to partner with Joseph Abboud — a Made in USA brand that embodies American craftsmanship and stands by people through life’s defining moments,” Boyer said.
The campaign was shot by New-York based photographer Menelik Puryear and will be featured on the social media channels of Joseph Abboud and Men’s Wearhouse as well as in May print magazine issues.