It’s an inevitable truth that our clothing speaks millions and tells a story about who we are. And in my opinion, there isn’t one article of clothing that depicts that story more perfectly than a pair of jeans. Jeans are something that always, always transcend passing trends. And what’s even better about them is that they offer diversity and become the person. From the stains that take us back to the many fun times in our lives, to the tears that bring up those most embarrassing moments, these different characteristics add to their integrity and in turn are a reflection of our identity.
This is exactly the story that high-end street brand, Topman, is using at the heart of their new online campaign, showcasing their new Autumn/Winter denim range. Enlisted to bring this universal story to life is young up-and-coming Photographer and film Director Laurence Ellis.
Instead of producing what has come to be the expected denim ad campaign with actors and models in unbuttoned jeans and lots of baby oil, Ellis has opted for something rather — dare I say — innovative. Besides, two out of three isn’t too bad, right? The campaign will consist of three short films focusing on three different young men — Louis, Henry, and Sid — and the journeys they take. Their individual experiences and stylistic perspective is the highlight all tied in, of course, through denim.
Scene from Laurence Ellis' Topman film series.
Topman.com will house all the films due to launch Monday October 4th, 2010. Behind the scenes footage, interviews with the cast and Ellis will also be available to view. An interactive “Denim Room” has been added to showcase all the different styles and fits including those in the films.