Joe’s Jeans launched its Spring ’16 ad campaign with the help of models Bella Hadid and Matthew Noszka.
The campaign was shot by photographer and director Anthony Mandler in a vintage theater in downtown Los Angeles, the brand’s hometown. The shots feature the newest denim fits and washes for the Spring/Summer ’16 season, which focus on wide-leg styles and distressed denims.
Hadid and Noszka are part of the new breed of models/influencers, who bring not only good looks, but an entire audience to their campaigns. Together, the pair have a combined 3.6 million Instagram followers.
Jameel Spencer, fashion division president at Sequential Brands Group, which is the owner of the Joe’s brand, added, “The ability to create and deploy content in real time speaks directly to how media is being consumed, and Bella and Matthew are proof of how social media can move culture.”
The campaign will launch across digital platforms and outdoor advertising in Los Angeles, New York and Chicago. In addition, a campaign film and additional creative content will be featured on the brand’s website.
Suzy Biszantz, president and CEO of Joe’s, said, “The campaign with Bella elevates the Joe’s brand and highlights the company’s product and image in a new and compelling way.” She added, “Bella is truly the definition of today’s new generation of models with her confidence, and modern style.”