For the Spring / Summer 2016 campaign Jeffrey Rüdes wanted to feature a young Hollywood actor who captures the modern aesthetic of the brand and exudes the relaxed confidence that is felt when one wears the clothes. The luxuriant, meticulous collection is juxtaposed against the dreamy haze of the California lifestyle where socks are optional and no ties are needed.  


Luke Grimes, known for his roles in Fifty Shades of GreyAmerican Sniper, and True Blood, effortlessly steps into the Jeffrey Rüdes character of “cool.” The campaign depicts a series of parallel images of Luke set in the Penn Modern House in Hollywood and roaming parts of Sunset Boulevard to reflect the cinematic, contemplative and casual sensibilities that make up iconic Los Angeles. He mirrors the image of young Hollywood glamour in a natural setting while echoing the energy of the Los Angeles lifestyle.  



“For Spring / Summer 2016 campaign, I wanted to work with a promising actor who I felt could deliver on the values of the brand and Luke Grimes was the one. Our intention was to create a sexy, cool attitude that evokes the ease and sensibilities of Hollywood’s leading men.” – Jeffrey Rudes


“I’m into things that are masculine and timeless. Things that are effortless but that still catch your eye. The collection achieves that very well.” – Luke Grimes