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Fresh Faces, Loose Fits Dominate Fall Denim Campaigns

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Denim brands are spotlighting fresh faces and highlighting relaxed silhouettes for their upcoming campaigns to champion inclusivity and individuality.

Premium denim brand 7 For All Mankind tapped a slew of artists, musicians and creatives for its Fall/Winter 2021 campaign, including top model Jordan Daniels, visual artist Lua Beaulieu, model Aheem Sosa, musician Lucas Bin, artist Lexie Smith, model Laurel Taylor and photographer and filmmaker Jacob Bixenman. According to the brand, the intentional casting was meant to “cultivate a poetic view into a new idealism of the everyday.”

The Philip Johnson Glass House, a historic house museum located in New Canaan, Conn., serves as a rustic backdrop for the artistic campaign. Photographed by Daniel Shea, it offers a peek into the creatives’ “in-between” moments.

“With everything happening in the world, it is important to us that we celebrate mankind and the inclusivity and originality that goes with it,” said Francesca Toninato, CEO of 7 For All Mankind. “Our goal is to build a culture and community that embraces creativity and individuality and have our denim play as a canvas to one’s distinct style.”

The denim-heavy collection features new fits, including wide-leg, bootleg and straight styles for women, as well as soft, luxurious fabrications centered on moleskin and cashmere for men. Sustainability also takes center stage, following its upcycled denim collection in June, with a sustainable capsule collection that uses tracing technology FibreTrace to verify every step of the products’ responsible supply chain.

Gap took a similar approach and called upon changemakers for its Fall 2021 Individuals campaign, featuring just 15 seconds of interviews with influencers—a playful take on the concept of “15 minutes of fame.” The brand said it intended to showcase how each influencer is “fiercely individual,” but part of something greater than themselves.

Influencers include Chloé Zhao, an award-winning Chinese director, writer, editor and producer; JaShaun St. John, a native actress discovered by Chloé Zhao, amplifying her Lakota tribe; Alyssa Carson, a 20-year-old space enthusiast, educator, aquanaut and aspiring astronaut; Nakia Smith, an influencer and BASL activist for the Black Deaf community; Willa Amai, a 17-year-old mental health advocate and singer-songwriter; and others.

“This dimensional cast of ‘Individuals’ embodies modern American optimism,” said Mary Alderete, global head of Gap marketing. “Gap continues to amplify the voices of changemaking and culture-shaping individuals, celebrating who they are and what makes them a true representation of the voices of today. These incredible individuals characterize an optimistic future fueled by creativity, possibility and unity.”

The campaign was directed by Christian Weber and photographed by Mark Seliger—both of whom have provided creative content for the ’90s. Now channeling the decade with its relaxed-fit jeans and throwback hoodies, the brand comes full circle as it targets a new demographic. Gap continues to gain traction with Gen Z thanks to the viral popularity of its classic brown hoodie, which became a TikTok sensation earlier this year, and its growing Yeezy collection which has already accumulated $34.9 million in media impact value since the collaboration was announced last June.

Both the Gap and 7 For All Mankind collections are now available online and in stores.

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