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I just did a story for Billionaire.com on the Plaza Hotel’s Gatsby tie-ins, and now here’s Brooks’. Downmarket companies get Pixar tie-ins and put toys in Happy Meals. This is what plays upmarket.

Here’s Brooks in its press release:

Brooks Brothers is pleased to announce the release of a limited-edition menswear collection inspired by the costumes in Baz Luhrmann’s film “The Great Gatsby.” The collaborative effort, unprecedented among past Brooks Brothers partnerships in its depth and scale, consists of formalwear and daywear, including tuxedos, tailored suits, suiting separates (sport coats, waist coats, and trousers), shirts, ties, shoes, and accessories.

Refined and colorful, the collection channels the dreamlike world of pristine green lawns and lavish parties depicted in the original 1925 novel by F. Scott Fitzgerald. It takes direct inspiration from the creations of the new film’s Oscar®-winning costume designer, Catherine Martin, many of which were based on 1920s items in the Brooks Brothers archive.

Brooks Brothers stores around the world will celebrate the theatrical release of “The Great Gatsby” beginning April 15th.

The limited edition collection will be available in over 150 Brooks Brothers stores around the world. Select locations, including the NYC flagship store located at 346 Madison Avenue (April 15th), as well as Beverly Hills Rodeo  Drive (April 20th), London, Milan, and Tokyo, will feature significant exhibitions showcasing the actual costumes worn in the film designed by Catherine Martin.

Brooks Brothers Great Gatsby website with bonus content, videos etc. launches April 15th at brooksbrothers.com/thegreatgatsby.

Of course, it should really be the Tom Buchanan collection. — CC

Update: Stopped by BB today and the whole place is Gatsbied out: a mannequin at a grand piano, a video screen playing the trailer, an entire section for the merchandise, and all the windows done up.

The regatta/cricket blazers were the nicest items in the collection. I used to have one of these from RL that I’d wear to Art Deco Society events — in other words as costume. Never had occasion to wear one straight-up, no irony. But you may attend more lawn parties than I do.

There’s shoulder structure as with most BB jackets these days, and they’re double-vented and darted. But 3/2 rolls, however.

It was funny to see the shirts with their vintage label but wrapped in a banner proclaiming them non-iron. Would’ve been even funnier if they’d said “non-electric iron.”

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