New York—Although “Maddicts” will have to wait until March 2012 to see the next season of “Mad Men,” fans next month can buy apparel and accessories inspired by their favorite characters at Banana Republic.
In its first such collaboration, Banana Republic partnered with AMC, the TV channel producing the Emmy-award winning series. Emmy Award-winning costume designer Janie Bryant collaborated on the capsule collection that features 65 pieces of apparel and accessories for men and woman, all with the 1960s-era panache and described as “effortlessly chic, dressed-up American sportswear.”
Last year, Bryant created Mod by Janie Bryant, the 20-piece collection of apparel and accessories for QVC, also inspired by some signature pieces that might seem right at home on Betty Draper, Peggy Olson or Joan Harris, characters in the series.
Modern Take on 1960s-era Panache
The collection will hit Banana Republic’s North American stores and online at www.bananarepublic.com beginning August 11.
“Working with Janie to gain a true understanding of the ‘Mad Men’ look and feel was a delight,” said Simon Kneen, creative director at Banana Republic. “Janie was instrumental in helping us achieve the series aesthetic and standard of authenticity with this capsule collection, offering sketches, her own inspirations and actual artifacts from the production set to help inspire the ‘Mad Men’ within all of us.”
Kneen describes the women’s pieces as modern yet lady-like including chic trench coats, tailored dresses, high-waisted skirts, silk tie-neck blouses and statement accessories, like print scarves and leopard print pump heels. The men’s collection includes chunky-meets-streamlined knit sweaters, tailored suit separates and fitted trousers, as well as classic accessories with character, including a money clip, cotton pocket squares, silk ties, tie bars and fedora hats.
“Collaborating with Simon and his team to design this collection was an experience I’ll never forget,” Bryant said. “It’s so rewarding to help create a collection that will allow fans of the series to channel their own ‘Mad Men’ style and take home fashionable items that are modern, not costume.”
Jack Calhoun, Banana Republic’s president, added: “We began our relationship three years ago with the first-ever casting call and creating this capsule collection was a natural progression, allowing Banana Republic customers and fans of the series to own fashions inspired by their favorite show.”
Banana Republic and AMC Marketing Collaboration
To celebrate the launch, AMC and Banana Republic will reprise the popular “Mad About Style” webisodes, featuring Bryant and Kneen, who appear together in new video segments that document the making of the collection. Three original episodes offer a behind-the-scenes look at how the collection is developed from design kick-off to the collection launch. The videos will be shown on www.amctv.com/madmen and www.facebook.com/BananaRepublic beginning August 11.
AMC and Banana Republic will also repeat its popular “Mad Men” Casting Call, a co-sponsored contest where customers can enter to win a walk-on role on the award-winning program and a $1,000 Banana Republic shopping spree.
Last year, nearly 10,000 people entered the contest and more than 7 million votes were cast to determine the finalists. For details, visit www.madmencastingcall.com. Fans can vote for their favorites to be considered as finalists. From those finalists, the winner is selected by “Mad Men” creator and executive producer Matthew Weiner for a walk-on role in Season 5, debuting next spring.
The collection will be featured in Banana Republic’s fall advertising campaign which will appear in September publications, supplemented by print, outdoor, online, direct mail and in store. In addition, Banana Republic Facebook fans gain early access to a pre-sale of the full collection (www.facebook.com/bananarepublic) on August 10.