Model Josephine Skriver is the face of a limited-edition capsule collection from Abrand Jeans. The Australia-based company partnered with Artistic Fabric & Garment Industries (AFGI) to create a series of playful denim that captures the essence of the “fun-loving, creative girls” it attracts.
Skriver, who’s best known for her work with Victoria’s Secret, elevates the collection with her own effortlessly cool aesthetic that’s conveyed through each shot. For this collection, she’s seen in relaxed fit, light-wash denim that’s essentially become a trademark of today’s supermodels.
“We built Abrand by creating a community of young influencers,” Par Lundqvist, creative director of Abrand’s parent company Threebyone, said on AFGI’s blog. “Josephine Skriver is the biggest one we have worked with to date. She is so global, just like the brand. Born in Scandinavia and living in the U.S., she is always traveling as a fashion icon, but more importantly she loves music, music festivals and hanging out with her friends; a perfect Abrand ambassador.”
The collection also includes several embellished denim pieces, including studded shorts and jackets with rhinestone and fringe details. Tops in the collection, like a branded sleeveless mock turtleneck top and a neon green bralette, skew towards athleisure.
AFGI was chosen for the partnership because of its dedication to high-quality products and long-lasting customer relationships, Lundqvist said. Even though Abrand’s relationship with AFGI is in it’s infancy, he said the mill’s executives “were keen to work on this project, because they are honestly interested in products and brands.”
Part of the Threebyone family of brands, which includes Neuw and Rolla’s, Abrand launched in 2013. By emphasizing its work with influencers, Abrand hopes to further build its community with each capsule collection. Its next partnership will launch in July 2020.