Amazon Fashion sends up YouTube 'how to' videos with Portlandia's Fred Armisen

Amazon Fashion is deflating some of the self-importance around New York Fashion Week for men, despite being lead sponsor, producing a series of videos featuring US comedian Fred Armisen.

New York Fashion Week for men: lead sponsor Amazon sends up the fashion world on YouTube
New York Fashion Week for men: lead sponsor Amazon sends up the fashion world on YouTube

Armisen, who stars in Saturday Night Live and Portlandia, adopts the helpful enthusiasm that has made many a YouTube star famous, advising men on how to dress for particular occasions.

His sartorial advice is only partly serious. In the first episode, he goes through the "four levels of tuck" for different formal occasions. That includes tucking a shirt into trousers for dinner with friends, tucking trousers into socks for an office party, and tucking hat flaps into glasses for meeting the Queen.

In the second episode, Armisen discusses the merits of "airport security check-in fashion".

In the final episode, Armisen dresses up his appearance with thrift-store toys, attaching maracas to his feet to create maracas boots.

Amazon Fashion sponsored New York's first-ever fashion week for men in July last year.

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published