Leslie Bibb, Alex Edelman Star in New Brooks Brothers Campaign

Brooks Brothers is hoping a trip to “The White Lotus” will give women more of a reason to shop the legendary fashion brand.

Leslie Bibb, who starred in the latest season of the hit HBO series, now fronts a new ad campaign for Brooks Brothers, out today. Officially titled “Make It Yours,” Bibb is featured in different photos wearing a wide range of looks, including maxi skirts, argyle-knit sweaters, playfully patterned neck ties and sharply tailored blazers.

“I love Leslie Bibb,” Brooks Brothers CEO Ken Ohashi tells Variety. “I think she’s so chic and so fashionable. Yet, she’s so classic, and she has such great energy. We really thought she was perfect for our campaign.”

“Our women’s business is still small,” he continues. “It’s like 12% of our business, but one in three Brooks Brothers shoppers are actually women, and so we just know we have a big opportunity to just kind of showcase that.”

Throughout the campaign imagery, Bibb wears the Supima Trench Coat, Traditional Fit Wool Blazer, and Archive Tennis Sweater, among dozens of other luxe pieces. Shop through all the pieces featured in the campaign here.

At more than 200 years old, Brooks Brothers is the oldest retailer in the U.S. It’s been worn by presidents, including Abraham Lincoln, JFK and Barak Obama, as well A-list celebrities like Leonardo DiCaprio and Lady Gaga.

Another Hollywood face in the new campaign is comedian and writer Alex Edelman. “I met Alex, and he was like, ‘I got my Bar Mitzvah suit at Bruce Brothers’ and I just thought he was so funny,” Ohashi says. “But then he was like, ‘I didn’t know you had modernized and all that.’ I was like, ‘Go to the store.’”

Edelman visited Brooks Brothers’ new 10,000 square-foot flagship in New York City’s Financial District.  “He wrote me, saying, ‘Oh my god, I love this place. I love the product,’” Ohashi recalls. “That was about a year ago so when were thinking about the campaign, I was like, ‘Why don’t we have Alex?’”

Shot by photographer Coliena Rentmeester, the campaign also includes creator and fashion influencer TyLynn Nguyen; influencer Nick Wooster; model, entrepreneur and athlete Nick Arrington; and advocate, model and director Bethann Hardison.

Brooks Brothers once had a store on Rodeo Drive, but closed in 2018. It has since moved to the Beverly Center. Ohashi says he’s currently “gunning” for a spot in Orange County. “We’ve been looking at L.A. but we lost the Orange County store so that’s probably the next one I’m going to open [in the Los Angeles area],” he said. “We need to get back into like Fashion Island or we’re looking at Costa Mesa as well.”