CONCEPT DIRECTION FOR THE LARGEST E-COMMERCE GROUP IN SCANDINAVIA, WITH THE PURPOSE TO TRANSFORM SELECTED COLLECTIONS WITH A MORE OR LESS DATED APPROACH IN TO FASHION LIFESTYLE WITHOUT GIVING OUT ON PRODUCT FOCUS AND PRICE COMMUNICATION. IN THIS CASE DENIMWEAR.
FINAL EXECUTION INCLUDED IMAGES, INSPIRATIONAL VIDEOS, INTERVIEWS, DENIM GUIDES AND BEHIND THE SCENE FOOTAGE.
“I’m like every other woman: a closet full of clothes, but nothing to wear: So I wear jeans.”
“I like the sort of nothingness of the jeans and the t-shirt”
“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
DENIM IS
FOREVER
In the past, blue jeans were identified with the American folk culture, but since the 1970s 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, and age groups.
May 20, 1873 marked an historic day: the birth of the blue jean. It was on that 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
