April77 Spring/Summer 2011 Ad Campaign 4.jpg

One of my pet denim hates is when brands come up with arty ad campaigns where you can’t actually see the jeans that are supposedly being promoted. So normally I would have expected myself to dislike April77’s Spring/Summer 2011 campaign featuring dark denim shot in what appears to be a coalmine. But you know what, I actually really like it. You might not be able to see much of the jeans, but the ads pretty much tell you everything you need to know about April77 – that they makes dark, skinny jeans and are not like other denim brands.

April77 Spring/Summer 2011 Ad Campaign 3.jpg
April77 Spring/Summer 2011 Ad Campaign 2.jpg
April77 Spring/Summer 2011 Ad Campaign 1.jpg