7 For All Mankind’s 10th Anniversary
The story of premium denim is one that is intrinsically intertwined with the fall 2000 launch of 7 For All Mankind. Over the course of the brand’s 10 year history, 7 For All Mankind has become both an established modern classic for its sophisticated fits as well as a leading trendsetter for its newest fashion forward washes and designs. The Los Angeles, California based brand succeeded in changing the landscape of denim forever. 7 For All Mankind’s premium jeans literally exploded onto the scene, quickly earning critical acclaim and an immediate following for its innovative use of fits, fabrics, and finishes. The iconic squiggle from the brand’s first jean, Bootcut in New York Dark, became an immediate symbol of sophistication and style.
In celebration of their anniversary, 7 For All Mankind will be hosting several high profile events throughout the country. On November 9th, 7 For All Mankind and Vanity Fair kicked off the festivities with a cocktail party f├¬ting the brand’s 10th anniversary with the opening of an experiential exhibit of The Seven Senses. A private residence in Beverly Hills was transformed into a multimedia expression of 7 For All Mankind through sight, smell, sound, taste, touch, intuition and style. The Seven Senses installation is based upon the photography from the pages of 7 For All Mankind’s new book of the same title.
Guests were able to experience and explore each sense as it was brought to life. Photos from The Seven Senses will be placed throughout the venue to fully immerse the viewer in 7 For All Mankind’s world. There were seven dedicated sections of the house that focus solely on each of the senses. SIGHT features imagery from The Seven Senses projected onto walls both inside and outside the home to create an optical illusion wherever you look. While SCENT proves that the nose knows by introducing the fragrances behind the photos, scratch a photo of a glass of champagne – and that’s what guests will smell. Listen to the SOUND that brings the brand to mind in a custom listening stations filled with the noise and vibrations of Los Angeles. TASTE 7 For All Mankind with a unique food and drink experience and use TOUCH alone to feel out what is placed in several mystery boxes and as you make your way down the halls feeling your way into the other sensory rooms. Movement and technology showcase INTUITION and finally STYLE is conveyed through an artistic arrangement of the brand’s new 10th anniversary denim collection.
The Seven Senses book includes 264 pages of beautiful and often provocative imagery from many prominent photographers, including such influential pioneers such as Guy Aroch, Jeff Burton, Greg Kadel, Nikolas Koenig, Inez Van Lamsweerde & Vinoodh Matadin. Each chapter of the book focuses solely on one of the seven senses. From a photograph illustrating the sounds of the 405 freeway in rush hour to an image capturing the smell of the Pacific Ocean’s sea spray, each picture relates back to one of the seven senses and how it pertains to the brand and its Los Angeles heritage. The emotional connection between 7 For All Mankind and these seven senses is first explored in the book’s forward. Written by esteemed fashion writer and New York Times best-selling author ofClassy: Exceptional Advice for the Extremely Modern Lady, Derek Blasberg, the forward expresses how invaluable each of the seven senses are both in understanding the brand and fashion as a whole. The oversized 11 X 15 coffee table book is bound in authentic 7 For All Mankind denim and embossed with each of the seven senses. Beginning mid-November The Seven Senses will retail for $75 and be available exclusively at all 7 For All Mankind retail locations worldwide as well as at on their online store.