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The campaign, themed “My Name Is William Rast,” marks the debut advertising push for the label and coincides with the launch of men’s and women’s ready-to-wear collections. Until now, William Rast has focused on premium denim.
“The brand has evolved quite a bit in the last two-and-a-half years,” said Colin Dyne, CEO of William Rast. “Justin’s involvement in the brand has been quite significant in the last 12 months since his tour has been over. Now he’s able to use the brand as one of his creative expressions. That played a major role in how the whole thing came about.”
Mr. Timberlake plays the role of William Rast, a fictional character, in the campaign, set to launch early next month. Model Erin Wasson plays his girlfriend, Birdie. The print and outdoor media will support the films, resembling movie posters and directing consumers to williamrastmovie.com for the premiere.
