TV Show Suits x Mr Porter
American TV channel USA Network has collaborated with London-based designer menswear e-tailer Mr Porter on a multi-channel collaborative branding project to mark the return of its legal drama series, Suits.
Celebrating the premiere of Suits season two (broadcast on June 14 2012), the initiative included a fashion show, a pop-up shop, nationwide publicity and an iTunes app. The project aimed to link the show’s aesthetic with the products available on Mr Porter, allowing fans to buy into the style and look of the show.
Headed up by the USA Network’s executive vice-president of marketing and digital Alexandra Shapiro, the alignment between the two brands and the subsequent events were produced by New York-based event design and production firm XA – the Experimental Agency.
The promotional project launched with the release of the app and a Suits section on Mr Porter’s website. This was closely followed by a pop-up shop in New York’s Meatpacking District, with models on foot and branded bicycles helping to drive custom to the Suits-themed store. Finally, a runway show on New York’s High Line park completed the marketing initiative.