True Suit

All-American suit brand Hickey Freeman has undergone a dramatic image overhaul which sees it shrugging off its traditional “stuffy” image for a decidedly sleeker and younger feel. Gone are the boxy fit and conservative styles of its old suits and in their place are slimmer silhouettes and flat-front trousers plus bolder patterns and fabrics.

Says Hickey Freeman’s newly appointed creative director, Joseph Abboud, “We want to attract the younger and younger-thinking customer. Hickey Freeman was much more traditional under the old regime, it lacked sex appeal”. With a recently launched advertising campaign for A/W 10 shot by Annie Leibovitz and featuring True Blood actor Alexander Skarsgard, this certainly no longer is the case...

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