Max Irons and INC Team Up For Macy’s Spring/Summer 2012

By Jessica Downer- OJ&B Intern

Macy’s brand INC International Concepts has a new front man for Spring/Summer 2012.  Black and white photos featuring British actor (and my new favorite) Max Irons sporting some styles for the new line will be popping up in Macy's men's department.   

Irons is known for his role as Henry in Red Ridding Hood alongside Amanda Seyfried. He will also play the lead role of Jared in The Host, a movie adaptation of Twilight author Stephanie Myers book.

The photos for the campaign were shot by Walter Chin and styled by Bill Mullen.  They feature Irons wearing everything from casual clothing to sharp suits. The line expresses American-inspired clothing, including nautical outerwear, striped knits, gingham shirts, classic polos, and tailored, lightweight suits: everything a women wants to see on a well-dressed man.

Nancy Slavin, senior Vice President of marketing for Macy’s Merchandising group explained the company’s choice of Max Irons as the face for INC. “We liked his style and the fact that he is quickly gaining popularity in the U.S.,” she says. He’s on a trajectory and is quintessentially this brand. He wears the clothes very naturally.” Ron Van Doren, Vice President of design for INC described what the line represents for INC. “Spring 2012 is a seasonal interpretation of the heritage trend we’ve been building on for a while with our ‘Maine Men’ and ‘Prep Academy’” says Van Doren. “Our customer wants polished clothes with a fashion-forward sensibility and that’s what we’re offering with this collection.”

The line is currently available in 631 Macy’s stores and on Macys.com.  I don’t wear men’s clothing, but after seeing the photos and hearing him talk on the video, I will definitely take a peek… well ogle, the photos the each time I walk into Macy’s.

Check out this short video of Irons expressing his ideas on personal style and self-expression, created by Zach Resnicoff of Impressionista Films.


Max Irons for Macy's INC Men's SS12 from Factory PR on Vimeo.