The launch of New Era’s Tyson C Beckford-starring campaign for its Brand New Era lifestyle apparel line marks a moment of personal importance for Dao-Yi Chow, who serves as creative director and VP at the beloved brand.
In a statement, Chow, co-founder of Public School, connected the Beckford campaign to those who have long appreciated New Era’s status as a mainstay.
“Not just for myself, but to everyone who’s proudly worn the New Era band since day one,” Chow added. “This moment is all about a kid from New York who bet on himself, broke all barriers and became the face of a generation, but still always represented where he came from.”
Chow also praised Beckford as an “icon,” a distinction that’s virtually impossible to argue against. For his part, Beckford considers the campaign, shot by Ari Marcopoulos and styled by Matthew Henson, to be a “full circle moment” in his career.
“Growing up in the Bronx, my Yankees New Era cap in navy, red, and black has been a staple in my wardrobe throughout my career,” Beckford noted. “Aligning myself with a brand that is evolving feels so true to my identity and perspective on life.”
Featured in the campaign are pieces from the Inaugural Season collection, which counts everything from workwear to jerseys to, yes, headwear. Below, see a sampling of Beckford-focused shots.
The full collection will initiate its rollout starting Sept. 13 via this link. Stay tuned.
Image via Ari Marcopoulos for BRAND NEW ERA
Image via Ari Marcopoulos for BRAND NEW ERA
Image via Ari Marcopoulos for BRAND NEW ERA
Image via Ari Marcopoulos for BRAND NEW ERA
Image via Ari Marcopoulos for BRAND NEW ERA
Related
Read the full article here
