Georgia May Jagger and Jon Kortajarena know it’s good to be carefree in Hudson Jean’s fall 2013 campaign. While the denim brand is known for its colorful spreads, photographer Sebastian Kim opted for a stark contrast of black and white to maintain focus on the denim.
“We wanted to created a campaign that revolved around our brand mantra of ‘Let yourself go,’ and [that] visually set the tone which we could build on, season after season,” Ben Taverniti, Hudson’s creative director told Women’s Wear Daily. “We chose black and white photography to start because of its minimally beautiful aesthetic and nature.”
Hudson’s —newly acquired by Joe’s Jeans— is inviting their Instagram fans to show just how they “let go”as part of a contest in anticipation of global launch of the campaign on July 15th.
Adding to hype, Jagger will host an event at Selfridges (in the new denim boutique) on July 18th to show off the versatility of the jeans and even offered tips to the trade. “I dress jeans up with a pair of heels, a great sparkly top or a jacket and some lipstick,” Jagger told WWD. “For daytime, I like to wear them with trainers or biker boots, a T-shirt and a leather jacket.”
We have a behind the scenes look at the campaign for you below. #LETYOURSELFGO and enjoy!