Denim brands are launching new campaigns as their first fall pieces arrive in stores, and they’re finding inspiration close to home.
Jeans are the focus of Ksubi’s new campaign starring Australian supermodel Cat McNeil, who ended a three-year hiatus to emerge for the shoot. The campaign tells the story of a “unique and rebellious Australian who became a global superstar.”
The campaign highlights Ksubi’s Brooklyn and Playback jeans styles, which have been worn by famous faces from Hailey Bieber to Kendall Jenner to Gigi Hadid and more. McNeil also collaborated with the brand to create a limited-edition denim jacket, featuring embroidery inspired by her tattoos.
The collection is available now on Ksubis’s website and in Ksubi stores in Los Angeles, New York. It will also be available at soon-to-launch locations in Miami, Chicago and London.
“Cat has been an internal muse at Ksubi forever—she’s a trailblazer who has done things unapologetically in her own way, celebrating a sense of the beautifully imperfect,” said Craig King, Ksubi CEO. “We love this campaign as it gives us the opportunity to tell Cat’s unique story through the raw Ksubi lens.”
Keeping it local, the Aussie brand tapped Australian photographer Pierre Toussaint to shoot the portraits. Toussaint was also behind the lens of the first photographs that propelled McNeil to stardom in the US.
The campaign also features a documentary-style short film produced by celebrated Australian film makers HOWL. In her own words, McNeil tells the story of her journey from a tomboy teenager to the face of global runways and high-fashion campaigns; and how the pandemic brought her home and created a sense of renewal.
McNeil says she’s been a long-time Ksubi fan. “Hearing about the brand from people when I was living in New York and knowing where it came from Australia, I always felt Ksubi has been kind of an outsider that’s focused on doing things in its own way, which is something I can relate to,” she said. “Working on this campaign felt like a unique opportunity. Playing around at home with dirt bikes, working with people I’ve known for a long time and focusing on denim, which I wear every day, was a cool experience.”
Halfway around the globe, DL1961 celebrates its hometown, New York City, in its fall campaign.
“This season, we wanted to capture the simultaneous frenzied yet harmonic post-pandemic New York City,” said Sarah Ahmed, DL1961 founder and chief creative officer. “This juxtaposition is what makes NYC one of the most exciting places to live, and a center for inspiration, rebirth, and reinvention.”
The campaign, made in collaboration with Interview Magazine editor in chief Mel Ottenberg, showcases DL1961’s range of relaxed silhouettes, jewel tones and tailored details. New fits include the Zoie, a low-rise wide leg, and Sydney, a barrel leg jean sitting high on the waist.
“Denim’s versatility pairs well with the chaos and individuality of the New Yorkers driving this change,” Ahmed added. “For the first time in decades, people are experimenting with their denim in ways we haven’t seen before.”