Lucky Brand Jeans launched its new Fall 2011 advertising campaign, entitled "A New Movement in Denim." Created to coincide with the release of new Super Stretch denim for women and updated Super Soft denim for men, the campaign speaks to the brand's core business, highlighting the comfortable, versatile and dynamic nature of its new fabric offerings.
Shot by world-renowned fashion photographer Carter Smith, under the direction of Lucky Brand Executive Vice President and Creative Director Patrick Wade and Style Director Karin Cole, the campaign marks a more elevated aesthetic for the brand. The ads feature high-profile models Hanne G., Tasha Tilberg and Noah Mills walking, lounging and reclining in a warmly lit room, wearing dark indigo Lucky Brand jeans.
Summing up the unique appeal of the imagery, Wade noted that the direction of the campaign is "more real, more sexy, more how people dress." Chief Executive Officer Dave DeMattei reiterated the brand's return to a denim-centric strategy. "We focused [in the past] on the lifestyle aspects of the brand, starting with the bottom. Now we're really focusing on denim."