Designer Jeans Campaigns
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.
DL1961 has released their first advertising campaign for Fall 2013! Titled “A Love Story: Denim, Leather and New York” the campaign debuts with a Union Square takeover showcasing the brand’s 24/7 denim.
The campaign, shot on location at New York City’s iconic Brooklyn Navy Yard by fashion photographer, Boo George, features supermodels Karmen Pedaru and Vincent Lacrocq and aims to highlight DL1961’s new concept of “24/7 denim” – a jean that looks just as great at the end of the day as it did the first time you put them on. Boasting the phrase “A 24/7 Jean For A 24/7 City,” the campaign will appear throughout New York City on billboards, taxi cabs, bus stops and metro stations as well on the pages of national magazines including InStyle, People StyleWatch, GQ, Men’s Health, among others, throughout fall.
“Our goal was to make denim sexy while maintaining comfort, style and attainability,” states Sarah Ahmed, DL1961’s Creative Director, who worked alongside Boo George; Creative Consultant Ashley Sargent Price; Casting Director Julia Samersova and Stylist Caroline Newell to create the campaign. “You can relate to the New Yorker’s in the campaign, they work and play tirelessly all while wearing DL1961 – on and off-duty.”
DL1961’s Fall/Winter 2013 collection pushes the boundaries of fashion and core denim while retaining the brand’s clean and chic aesthetic. The incomparable fit, innovative Italian finishes, French leathers and technologically advanced fabrics, make the brand the go-to day to night denim source. Joining the brand’s signature DLX four-way stretch fabric this season is dlpro, an eco-friendly fabric made of wood, which is cooler than cotton, anti-bacterial and cuts processing time and waste production by fifty percent. Additional details ranging from coatings, to paneling and unique textures, to a distinctive stretch combine to create an extremely wearable collection that mixes the best of casual New York style with the refined luxury and edge for which DL1961 is known. Prices range from $130 to $200 for women and men’s core styles and $168 to $748 for the brand’s runway collection. DL1961 is available at specialty stores worldwide, including Bloomingdale’s, Neiman Marcus, Nordstrom, and Saks.
For women, key styles include the Amanda skinny fit in Seville and Mania ($178), Riley boyfriend fit in Savage ($168), Emma legging fit in Pandora ($248) and Hazel moto skinny fit in Ducati ($188), all of which are styled throughout the campaign with the quintessential New Yorker in mind.
As the perfect complement to the DL1961 premium denim, the ready-to-wear collection combines fit, comfort and sexiness with delightfully soft-handed leather and knit fabrications alongside thoughtful design elements such as quilting, perforation and peplum. Standout styles include the Brynn leather long sleeve quilted tee ($750), Billie military blouse ($215) and Reese quilted peplum top ($325).
Key styles for men include the Russell slim straight fit in Viper ($168), Dylan skinny fit in Sullivan ($158) and the Vince casual straight fit in Aston ($168) all available in the unisex four-way stretch denim for added comfort, style and 360 degree movement.