Denim Campaigns: Autumn/Winter 2012

Denim Campaigns: Autumn/Winter 2012

Denim brands usually have the best (or most interesting) campaigns. They can be bold, provocative, fun and unconventional. Here’s a look at some denim campaigns for Autumn/ Winter 2012, dissected by category.

Super premium: Diesel

Shot by: Steven Meisel

Key model: Coco Rocha (the social media darling)

Diesel AW 12 campaign 3

This season’s Diesel campaign is a tad retro, but with the Diesel attitude intact. In the portfolio-style pictures, the models seem to be part of a screen test showcasing looks that range from edgy to Western.

I first noticed the accessories- sexy black sandals, oversized watches. And then the decades-old props- Polaroid camera, microphone and riding crop. Pieces to grab are the women’s jackets, and the black cropped top with lace sleeves.

Diesel AW 12 Campaign 1

While this campaign is not as eccentric as last season’s dollhouse-burning, giant hammer toting models, it’s got a lot of spunk and chutzpah, just what you would expect from Diesel.

Diesel AW 12 Campaign

BTW, the campaign comes alive on their website– check it out!

Premium: Calvin Klein Jeans

Shot by: Steven Klein

Key models: Lara Stone, Myles Crosby

CKJ AW 12 campaign

Twenty-first century grunge meets sex appeal in the Calvin Klein Jeans campaign! The dark ambience and the prison/ underground setting provide a stark contrast to the shiny textures in the pictures.

There’s clever play on shiny and matte textures, while the fiercely unconventional CKJ models ooze sex appeal even while underground. You just can’t miss the shiny gold pants and the reinvented skinny jeans for the season.

CKJ AW 12 campaign 2

On my wishlist is Lara’s denim shirt, while the guy’s denim shirt seems super cool too. As for the shiny pants- I’ve seen them and they are wearable if you style them well.

CKJ AW 12 campaign 3

And if I didn’t know better, I’d say this guy has got an eye on me. 😉

Mass appeal: Pepe Jeans

Shot by: Alasdair McLellan

Key models: Edie Campbell, Claude Simonon

Pepe Jeans AW 12 campaign

Pepe Jeans has been trying hard to upscale its image, starting with campaigns that have global appeal. In their Autumn/Winter 2012 campaigns, the models look for their “friend” Pepe around London’s Thames-side landmarks.

Pepe Jeans AW 12 campaign

While the showcased looks don’t really make a strong impact, the iconic London imagery (London Eye, Tower Bridge) and camaraderie among friends may draw the attention of Brit-inspired denim buyers. On the other hand, the London setting could backfire, since several high street and mass market brands have featured Brit themes in the recent past.

Pepe Jeans Aw 12 campaign 3

In the campaign images, the focus is on knitwear with a modern twist and a quirky outerwear. The one really cool piece – a shaded faux-fur jacket – may not be available in India.

Chic Poll: What’s your favourite jeans fit currently—skinny or straight?


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Vogue and plenty other fashion magazines have been predicting a return to the wide-leg trouser and jeans trend for a while now, but how many of us really have thin-enough thighs to pull them off?

Meanwhile, everyone’s wearing skinny jeans, and while they can be very versatile (just change your tee to a blouse while keeping on your skinny pair, and you go from casual to formal) and flattering to some extent, I’m kind of bored of the skin-tight look now. Everyone’s wearing them (and I mean everyone), and try wearing your skinny pair to a scrumptious dinner! So last week I ventured into not one but three denim stores looking for a pair of straight fit jeans.

Below (left to right): Kim straight leg jeans from Lee Cooper; skinny jeans from Zara TRF.

Lee Cooper Kim straight leg jeansskinny jeans Zara

Just my luck that most sales assistants tried to sell me pairs of skinny jeans even though I clearly explained I wanted a comfortable straight leg. Finally a discerning sales guy at Pepe Jeans brought me the right pair of black jeans and I’m happy to say I’m loving the freedom from my blue skinny pair.

So ladies, what’s your choice of jeans these days—skinny fit or the good ol’ straight leg?