Men’s retailer Harry Rosen is launching the fall season of its private line, Harold, to show that it can cater to any individual.

And it is doing that by tapping two recognizable but different style icons – Toronto Raptor Fred VanVleet and celebrity chef Matty Matheson – to show off custom looks they made with Harold.

In the VanVleet spot, the Raptor point guard and entrepreneur says custom tailored outfits boost his confidence, while Matheson likens a perfectly fitted suit to the comfort you get from a homemade stew. They also go over things like the expanded fabric options for Harold’s custom made offerings, its breadth of ready-to-wear pieces and new product categories such as overcoats and hybrid jackets.

Harry Rosen AOR Zulu Alpha Kilo is the agency behind the campaign. Its ECD Wain Choi says that, as the private label Harold brand launched in May, the men’s retailer was starting from scratch and had to establish its “Harold x You” platform to an audience unaware of Harry Rosen’s custom offerings.

“We relied on telling them what Harold was all about, through example inspiration through the lens of lifestyle, music and sport,” Choi says. “For the second part, we had influencers from different walks of life who had been invited in-store since the launch, experienced the brand and created their custom garments.”

This phase of the platform, Choi says, represents a shift from telling to showing, and from example inspiration to real life anecdotes.

Choi tells strategy that with the campaign and the use of two distinct personalities with two different body types, Harry Rosen’s Harold can can cater to any individual, regardless of profession, size, style or personality.

Zulu Alpha Kilo and the Harry Rosen team worked closely to make sure the campaign had creative consistency across TV, social and online video, digital display, OOH, and owned channels. In store, Choi says the retailer is using exterior real estate such as window vinyls, to internal placements such as posters.

According to Choi, protracted lockdowns reduced the need for elevated work attire, a trend that is still somewhat in play. However, he maintains the possibilities for dressing up or down remain broad based on an individual’s workplace or industry, but dressing down or more casually can still be stylish.

“We want to demonstrate that regardless of which way you lean, Harold can be a fantastic everyday solution for your wardrobe, beyond just suits,” Choi says.

Media planning and buying was done by Horizon Media, supported by Harry Rosen’s marketing team.