Creative Director for the largest e-commerce group in Scandinavia, with the purpose to transform selected collections with a dated approach into modern fashion lifestyle without giving up on “product first” and price communication. In this case denim wear. Final execution included images, inspirational videos, interviews, denim guides and behind the scene footage.

Stills / Film / Web / Graphics

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“I LIKE THE SORT OF NOTHINGNESS OF THE JEANS AND THE T-SHIRT”

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“I have often said that I wish I had invented blue jeans: the most spectacular, the most practical, the most relaxed and nonchalant. They have expression, modesty, sex appeal, simplicity.”

Yves Saint-Laurent

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I’m like every other woman:
A closet full of clothes, but nothing to wear, so I wear jeans.

DENIM IS FOREVER

In the past, blue jeans were identified with the American folk culture, but since the 1970’s they have become an increasingly popular article of casual dress around the world. They are worn in business, government, professional offices, educational institutions and in most public places. Jeans are one of the most simple. versatile and enduring garments in modern society because they make no distinction between classes, sexes or age groups.

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May 20, 1873 marked an historic day: The birth of the blue jeans.
It was on this day that Levi Strauss and Jacob Davis obtained a U.S. patent on the process of putting rivets in men’s work pants for the very first time.

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