7 For All Mankind is changing with the times.
For years the premium denim brand was known for its chic, black-and-white campaign imagery and its artwork shot with high-profile models and celebrities such as Zoe Saldana and Bella Hadid. But the emotional moments of 2020 have inspired the 20-year-old brand to shift to a new campaign aesthetic.
7 For All Mankind debuted its Fall/Winter campaign, “Made for This,” Tuesday focused on community, swapping models for people who represent the brand’s seven core values: conversation, expression, authenticity, curiosity, purpose, connection and “undeniable style.”
It selected individuals based on their influence in their communities and professional fields, and held photo shoots in each person’s home to underline the theme of authenticity. The global cast created their own looks from the brand’s new collection, presenting key pieces such as coated stretch denim styles for women and water- and wrinkle-resistant pieces for men.
The brand selected a diverse lineup for the campaign: chef Olivier Palazzo, representing expression; restaurant owners Jess, Katy and Xuan Young, representing connection; founder and CEO Louis Levy, representing conversation; DJ, radio host and art director Yasmina Dexter, representing undeniable style; environmental policy researcher Jack Tarpey and sustainable jewelry designer Anna Santangelo, representing purpose; art curator Carolina Alvarez-Mathies, representing curiosity; and physical therapist and designer Abolaji Ogundele, representing authenticity.
The campaign, which includes content, stills and videos, will appear across the brand’s social media channels and on its website.
“Now more than ever, community and connection are paramount. Our 20-year history is built on creating brand experiences that are reflective of our customers,” said Suzanne Silverstein, 7 For All Mankind president. “I am proud of the talented individuals involved in this project, who created powerful images during this unprecedented time, showing us all what it means to be ‘Made for This.’”