How do you launch a new line of jeans? There are two basic ingredients: a super-cool advertising campaign… and a high quality product. Difficult challenge with denim: it’s hard to innovate and differentiate themselves when it comes to a great classic, where you can not overturn a product, but on the contrary it’s hard to get noticed.
Yet a streetwear brand that respects not be separated from having in his line also a collection of high level denim.
And now that the French brand ‘high street’ Eleven Paris, after a dizzying growth in a few years has come to the fateful moment: its first real collection of denim.
And here are the two ingredients: the advertising campaign is really beautiful and effective. Zoom in on the product but popping details that make it sexy or better as we like to say more: erotic, without necessarily having to scandalize.
And the product? What better idea for a French brand of calling the genius, the enfant terrible Brice Partouche founder of the cult brand April 77?
The result is a line that smells very DNA of April 77, made in the studios of the brand where every detail has been mediated to bottom. Slim cuts (although there are regular, boyfriend fit and shorts for her) played on clean and minimal details: as the small leather tag logoed protruding from the right pocket, washes very beautiful. Nothing screamed and a value that will leave satisfied lovers: 125 €.
Here’s to you the photos of the shooting.
Per l’italia, distribuisce Fashion No Victim.
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