Designer Jeans Campaigns
This fall, Diesel and Nicola Formichetti are enlisting a new generation of brand ambassadors and fearless fashion leaders under the banner of #DIESELREBOOT. They have a whole new vision and idea for their future campaigns and you can read about them and see the fall/winter 2013 campaign below.
#DIESELREBOOT is Nicola’s first project as Artistic Director of Diesel: over the past few months Diesel announced its presence on Tumblr in a typically unique way, gathering a community of fresh and brave creatives both on the platform as well as hosting unprecedented worldwide real-world “tumblr meet-ups”. Since then, Diesel has championed the work of these up and coming talents, challenging them with creative missions, and publishing hand picked selections in international media and projections of credited artworks in the largest capital cities in the world.
This is a step forward in the path of #DIESELREBOOT – Diesel has created a community – gathering fresh talents – giving them the possibility to showcase their talents and tell their story through their own portrait. Selected to be part of the community through Tumblr and word of mouth, each creative was chosen by Nicola, who then styled them for the campaign in true DNA style – denim and leather. A campaign customised by Nicola celebrating true Diesel DNA: bravery, creativity, freedom
The cast is composed of 18 diverse characters and embraces a wider creative audience which will be brought to life in print, digital and events, all supporting and searching for new talents in brave and unexpected ways. Celebrate and champion creative spirits: join #DIESELREBOOT.
Denim icon Wrangler presented an exclusive collaboration with motorsports specialist Alpinestars. ‘Wrangler powered by Alpinestars’ is two limited edition styles, infusing the brands classic style and heritage with Alpinestars market leading protection technology. This means the jeans are reinforced at the seat, hip and knee areas with Kevlar. Formula One star, Kimi Raikkonen, is the ambassador for this premium initiative as well.
Kevlar is famously used to make military flak jackets, and employed in motorsports to resist abrasion and tears. The contoured leg shape is optimized for riding. The black leather biker jacket is fully prepped for motorcycle adventures, and benefits from Wrangler’s flair for vintage aesthetics. Elbows and shoulders are shelled in Bio Armor, a specialized polymer/rubber compound used in motorcycle clothing to protect the wearer against impact.
The look is iconic: all black, fully functional and lovingly aged. ‘Wrangler powered by Alpinestars’ is strictly limited edition. Just 65 jackets and 80 pairs of jeans are available: each jacket and each pair of jeans are individually numbered, making each garment completely unique to its owner. The products are sold exclusively through seven premium lifestyles stores across Europe including Solo in Sweden and SPMRKT in Amsterdam – seven stores to represent Wrangler’s seven design icons, the special elements including flat rivets and ergonomic watch pocket that make Wrangler jeans unique. Both styles are co-branded, and the jeans are packaged in a premium, co-branded box. Jeans are priced at €299, the jacket is €499.
Gap’s fall global marketing campaign, entitled ‘Back to Blue’ – celebrates the brand’s heritage with a worldwide campaign. The images have been released in print, outdoor, direct, social, in store, digital and will also make a return to TV. It’s the broadest reaching campaign in the company’s modern history, reflecting the dramatically changing media landscape. It’s definitely going to be big!
The global campaign includes new digital content every day, across many global platforms, including a partnership with Tumblr’s mobile platform and a global art partnership with VICE magazine. Kicking off with highly visible outdoor advertising in its top global markets and magazine advertising in August issues worldwide the campaign including model and actress Dree Hemingway and HBO’s “GIRLS”actor Adam Driver, features both the attitude and clothing from Gap’s fall collection – rooted in denim, chambray and classic Gap items – shot by photographers Inez and Vinood, update Gap’s history of capturing powerful portraits for today’s audiences.
Starting today, Gap is launching a contest on Tumblr, which encourages digital artists to share what Back to Blue means to them by creating an original piece of content. To help spark entrants’ creativity, prominent fashion blogger FashGif will submit the first piece of content and will be featured on Gap’s Tumblr. On August 29, the winning works will be featured on Gap’s Tumblr and turned into Tumblr mobile ads. This is the first time a brand will own all of Tumblr’s mobile ads in one day. To enter the contest, please visit: http://gap.tumblr.com/contest.
Bringing the Back To Blue concept to life on city streets around the world, Gap is partnering with emerging street artists curated by VICE to create ten striking outdoor murals that celebrate individualism, optimism and democracy. Titled “Art of Blue,” the murals will be created by artists such as Zio Ziegler, Roman Grandinetti and Andrew McAttee, and will appear in New York, San Francisco, Los Angeles, London, Paris and Rome. On Saturday August 24th, Gap and VICE invite New Yorkers to experience and admire the work of artist Roman Grandinetti as he creates his mural at Kenmare & Elizabeth Streets.
Joe’s has also released its Fall/Holiday 2013 ad campaign, which was shot by photographer Ellen Von Unwerth with a video short by director Kim Jacobs, entitled Lost On Level 3. The campaign features models Bambi Northwood-Blyth, Jodie Smith, Lana Zakocela and Sam Hayes, and was shot in LA’s iconic Bradbury Building.
Known for its love of story-telling, the Joe’s campaign features the latest for the Fall and Holiday seasons, capturing the timeless yet modern denim and lifestyle pieces for men and women, shot against a jazzy clarinet and trumpet tune reminiscent of the 1920′s. “Every season our collection and designs carry a personality that is translated and woven into a unique storyline for our ad campaign. It is exciting to see it all come to life in this medium,” said Joe Dahan, creative director and founder of Joe’s®.
The campaign features the newest pieces from Joe’s Fall/Holiday ’13 collection. The collection includes the new Tailored by Joe’s, a menswear-inspired sleek fitting denim suit capsule collection reminiscent of the 1970’s power suit, as well as men’s and women’s outerwear, including the Meredith Oversized Blazer, Noelle Brocade Coat and the Leather Lapel Jacket. The collection is available at Joe’s Retail Boutiques, Joesjeans.com, department stores and fine retailers worldwide.