Brooks Brothers is officially entering its cool-girl era. The legendary American retailer, known for dressing everyone from Abraham Lincoln to Lady Gaga, is making a major play for the fashion-forward crowd with its brand-new “Make It Yours” campaign.
The campaign features a surprising and delightful duo: “The White Lotus” star Leslie Bibb and Emmy-winning comedian Alex Edelman. The images, which hit social media today, showcase the stars blending classic Americana with a modern, playful twist that has fans across Instagram and X buzzing.
A Chic Trip From The White Lotus
Leslie Bibb, who recently captivated audiences in the latest season of HBO’s “The White Lotus,” is the centerpiece of the new imagery. Swapping the tropical chaos of a luxury resort for sharply tailored blazers and argyle-knit sweaters, Bibb brings a fresh, vibrant energy to the -year-old brand.
“I love Leslie Bibb,” Brooks Brothers CEO Ken Ohashi told Variety about the partnership. “I think she’s so chic and so fashionable. Yet, she’s so classic, and she has such great energy. We really thought she was perfect for our campaign.”
The goal? To remind women that the heritage brand isn’t just for the boys. While women make up one in three shoppers at Brooks Brothers, the women’s business currently only accounts for % of their total sales. With Bibb rocking everything from maxi skirts to patterned neckties, that number is likely about to climb.
Comedic Style Meets Heritage Fashion
Adding a dose of humor to the high-fashion shoot is writer and comedian Alex Edelman. His involvement with the brand actually started with a bit of a laugh.
Ohashi recalled meeting Edelman, who joked that he “got his Bar Mitzvah suit at Brooks Brothers.” After visiting the brand’s massive new , square-foot flagship in New York City’s Financial District a year ago, the comedian was hooked.
“He wrote me, saying, ‘Oh my god, I love this place. I love the product,'” Ohashi says. “When we were thinking about the campaign, we were like, ‘Why don’t we have Alex?'”
A Star-Studded Creative Hive
Shot by photographer Coliena Rentmeester, the campaign feels less like a traditional ad and more like a gathering of the creative elite. Joining Bibb and Edelman are fashion influencer TyLynn Nguyen, street-style icon Nick Wooster, and the legendary model and director Bethann Hardison.
Fans are particularly loving the “off-duty” styling in the shoot, which sees the cast pairing luxury pieces like the Supima Trench Coat and Archive Tennis Sweater with sneakers and shorts. It is a look that leans into the “quiet luxury” aesthetic that has been trending on TikTok for months.
What is Next for the Brand?
While the new campaign is taking over the internet, the brand is also looking to expand its physical footprint. After closing its iconic Rodeo Drive location in , Brooks Brothers moved into the Beverly Center, but Ohashi has his sights set on more California sun.
The CEO confirmed he is “gunning” for a spot in Orange County, eyeing locations like Fashion Island or Costa Mesa to bring the brand’s modernized classic look back to the West Coast.
Whether you are looking for a red-carpet-worthy blazer or just some high-end weekend wear, Leslie Bibb and Alex Edelman are making a very strong case for adding some Brooks Brothers to your wardrobe this season. The “Make It Yours” collection is available starting today.
