Aaron Tveit, Todd Snyder Celebrate ‘A Knight on Broadway’ Campaign

Aaron Tveit is locked in.

“ We open Sunday night, so this is our kickoff to opening week as well,” said the “Chess” star on Monday night. Tveit stars in the Broadway revival, which opens on Sunday. “Now that the show is kind of frozen, we just get to work on the show, get ready for opening, and do the show — which is my favorite part.”

Monday might have been the show’s “dark day” with no scheduled performance, but it wasn’t quite a night off. The Tony-winning actor had just filmed an episode of “The Tonight Show Starring Jimmy Fallon” with his costars Lea Michele and Nicholas Christopher. Afterward, Tveit had a short commute to his next stop — across the Rockefeller ice skating rink and through the doors of the Todd Snyder boutique, where a celebration for his recent brand campaign was underway.

Tveit already felt at home in Snyder’s designs, having worn the brand for solo shows at Cafe Carlyle and the Palladium in London, as well as day-to-day life.

“ I always felt like his clothes were really clean, really timeless, comfortable and also a little bit dressy,” said Tveit, who initially met the designer through mutual friends. “I’d worn a bunch of his clothes for a photo shoot I did eight years ago; bought way too much of his stuff myself. And so it was just like a very natural thing to kind of work with them a little more seriously.”

Cheekily titled “A Knight on Broadway,” the campaign was photographed by Matthew Brookes over the span of a Sunday afternoon. The images pay tribute to New York, and took Tveit to a rooftop water tower and behind an upright piano placed in the middle of a city street.

“ He captures movement really well,” Tveit said of the photographer. “ I’m also very lucky that my wife is an amazing dancer, so I have a bit of an in-house dance consultant.” Tveit attended the party alongside wife Ericka Hunter, who he married this past summer.

The sign of a successful campaign? For Tveit, it’s been the reaction from his own community. “I have a lot of friends that have nothing to do with the entertainment business who follow Todd’s brand and buy a lot of his clothes,” Tveit said. “They’re like, ‘Oh, I saw your campaign; it was so awesome.’ It’s been nice.”

Snyder, who plans to see “Chess” on opening night, noted that the campaign has become the brand’s most successful content on social media, crediting Tveit’s enthusiastic fan base.

“ I was always a distant fan, and then when I got to know him more on a personal level, I was just like, wow, what a special person — and amazing style,” Snyder said. “ I’m so lucky because I get to meet all these amazing people,” he added. “And luckily, they like clothes.”