7 For All Mankind®, the world’s premiere leader of denim and lifestyle products, unveils its Fall/Winter 2015 brand campaign with a distinctive new direction than that seen of seasons past; through explorations ofcharacter, mood and suggestion, viewers are introduced to a new era of 7 for All Mankind.
The concept of the campaign is less about an overarching narrative and more about uniquely personal interpretations; it is an unexpected shift in the way the brand communicates with consumers and a new paradigm in symbolic imagery for 7 For All Mankind. The campaign aims to target the mood of the observer. It starts with up close portraits that capture intimate glimpses and caught moments of 2 characters.
Inspired by the intense impact of a cinematic reveal, product takes a back seat, while emotion takes front and center. For each consumer, his/her interpretation is pure point-of-view. The brand decides that a photograph tells more when less is known. Each image brings out the onlooker’s inner voyeuristic nature, as they aim to figure out the context surrounding each of them; it is clear that a narrative is happening, but not everything is known. The ultimate story is left up to the viewer to decide.
“We are very excited to present a new direction for our campaign imagery,” said Theo Van den Hoff, President of 7 For All Mankind EMEA. “Along with a completely new creative team, our aim is to first surprise consumers with the distinctive new approach. We then want them to connect with the images in a personal and emotional way, all in order to create a lasting impressions.”
Shot in a retro Beverly Hills setting, the nostalgic nod to the 70’s era is the key inspiration for the brand’s Fall collection. The campaign was shot by renowned fashion photographer Craig McDean, known for his arresting fashion imagery and iconic portraiture. Marie Chaix was chosen to style the campaign for her versatility in subject matter and her unique interpretation of glamour. The brand is thrilled to partner with KiDS Creative as their new creative agency.
The campaign features top model Lindsey Wixson, who represents the perfect embodiment of unconventional beauty. Known for her pouty lips and slight gap in her teeth, Lindsey’s perfect imperfections were originally discovered by famed fashion photographer Steven Meisel. Joining Wixson in front of the lens is British actor and model, Morgan Watkins, who recently starred in the film, “Kingsman: The Secret Service.” Watkins’ rugged masculinity and dark sex appeal brilliantly accompanies Wixson’s striking features. Together, the two models showcase the key pieces of the season; select items include high waist wide leg flares, 70’s braiding details, luxury knits and leathers for women, while the men’s items focus around key textural components, luxe denim, a wool blazer and leather moto jacket.
“I never looked at denim as an accessory but rather…the opposite. I believe now people accessorize denim, not the other way around. Creating their lifestyle around their jeans, changing as each day passes and fulfilling different aspects of their lifestyle,” said Pascal Dangin, Founder, CEO and Chief Creative Officer of KiDS Creative. “I created a campaign focusing on people rather than products.”
7 For All Mankind, the archetype of California cool and forefather of premium denim, uses nostalgic color and alarming visuals to make up the collection of imagery. The brand’s Fall/Winter 2015 brand campaign is fearless in innovation, evokes emotion and redefines the landscape of iconic denim imagery.