Isaia, Barneys team to explore joint passion for bespoke

Isaia made-to-measure

Italian menswear label Isaia is delving into the made-to-measure process by showcasing its technique on retailer Barneys New York’s blog.

For the bespoke promotion, Barneys filmed Isaia’s made-to-measure services with Miami Marlins’ right fielder Giancarlo Stanton, to accurately display an authentic interaction between brand and consumer. Walking through the process may strike a chord with consumers who have yet to had a custom suit fitted while providing an outlet for the purchase.

Made-to-measure Marlins   
Housed on Barneys’ blog The Window, the Isaia content includes copy, imagery and video to fully explain how a bespoke suit is created from fabric swatches to sizing and final tailoring.

The video first introduces Mr. Stanton and then Gianluca Isaia, CEO of Isaia and grandson of the brand’s founder. Mr. Isaia begins his segment speaking to the characteristics of the men that shop his family’s brand,and  likewise Mr. Stanton shares what he is looking for in terms of menswear style and the benefits of a custom-made suit.

Together Mr. Stanton and Mr. Isaia attend a fitting for a custom suite at Barneys’ Beverly Hills, CA flagship. The viewer watches the pair look at various fabric combinations and colors and a fitting. Mr. Isaia emphasizes that Isaia suits are fully customizable from jacket liners to buttons, beyond the fabric and texture choices.

“The made-to-measure customer is the most passionate when it comes to clothing,” Mr. Isaia tells Barneys in the film. “Most of our made-to-measure clients are people who want the pleasure and the emotion that they can get from the experience.”

Made-to-measure suiting with Giancarlo Stanton and Isaia

Giving viewers a chance to experience Isaia further, Barneys included a “shop the story” section with an edit of Isaia ready-to-wear pieces such as dress shirts, jackets, ties and shoes.

Brands and retailers pitching to male consumers often feature star athletes as ambassadors to connect with men on a level of mutual interest.

LVMH-owned watchmaker Tag Heuer, for instance, put Henrik Lundqvist in goal as its latest brand ambassador due to the National Hockey League goaltender’s exemplification of performance and precision.

Mr. Lundqvist, referred to by New York Rangers fans and across the NHL as “King Henrik,” is considered one the league’s best goaltenders and is a regular fixture on world’s best-dressed lists. Selecting a revered player, both on and off the ice, as an ambassador pairs with Tag Heuer’s dedication to excellence and skill in craft (see story).

from Luxury Daily » Apparel and accessories http://www.luxurydaily.com/isaia-barneys-team-to-explore-joint-passion-for-bespoke/
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