USA NETWORK SUITS & MR PORTER, SUITS & STYLE.
To promote the legal-drama series Suits' return, USA network partnered with a luxury e-commerce site, Mr. Porter to launch a multi-platform initiative that included a fashion show, digital experience, curated music, pop-up shop, and coast-to-coast publicity stunt.
In partnership with XA, Experiential Agency, the series of events and promotions were designed to align the style and the aesthetic of the show with that of the shopping website while bringing to life the unique alignment through stylistic tone and sophistication, and innovation.
Suits and Mr. Porter brands brought their shared philosophy and sophisticated aesthetic to life through SUITS & STYLE that integrated fashion, technology, commerce, and entertainment.
Promotional assets included a dedicated website featuring original editorial content, photography, product and lifestyle guides, behind-the-scenes footage, and exclusive interviews with Suits stars Gabriel Macht and Patrick J. Adams. The site also offered readers the chance to win a $25,000 wardrobe on Mr. Porter.
In partnership with XA, USA launched a pop-up shop filled with Suits inspired attires and products for purchase (embodies the show’s ethos of dynamic, technologically sophisticated). Visitors were able to choose "uptown" and "downtown" looks using Microsoft Surface Tabletops on a Samsung SUR40, which they could save, share and purchase through iPads in consultation with an on-site style associate. Grooming services, a barista, shoeshines, and previews were wrapped into the store environment.
Lastly, in partnership with its experiential agency, the network debut an exclusive Suits fashion show on New York City’s famed High Line. Throughout the stunt week, the network had an Army of Suitors on bikes riding across NYC, Chicago, LA, and San Francisco to distribute a 20-page SUITS & STYLE edition of the MR PORTER POST.
