Strong, independent and successful women are having a moment right now in America (let’s hope it’s more than a moment, but, you know.)
The brainless bimbo is out, and the smart, sexy woman is in, which is exactly why 7 For All Mankind chose Zoe Saldana to be the new face of the new b(air) denim campaign.
7 For All Mankind®, the world’s premiere leader of denim and lifestyle products, unveils its Fall/Winter 2016 brand campaign that goes beyond traditional product-focused imagery, instead opting to use video in order to tell a compelling narrative.
Actress Zoe Saldana is chosen to star in the brand’s new b(air) denim campaign. Her personal anecdotes, coupled with her exotic beauty captured though film, allow for this unique story-focused brand campaign.
The campaign is designed to accompany the global launch of 7 For All Mankind’s new category of women’s jeans called b(air) denim. b(air) denim takes the combination of comfort and aesthetic to a whole new level. This ultra-lightweight denim is soft as silk and light as air; the first of its kind to hold its shape while offering imperceptible comfort.
The FW16 campaign officially launches in July 2016 with a fresh digital narrative that aims to target millennials through film, social media and the power of celebrity. Rather than simply showing the product, the brand’s aim is to showcase a day in the life of a woman wearing b(air) denim. #bairEVERYWHERE is intended to capture how she lives & feels in her jeans. In addition to beautiful campaign imagery, #bairEVERYWHERE will also consist of a 30-second commercial and a multi-episode video series.
“With this campaign, we are able to showcase the benefits of our new line of jeans through original and captivating content that we hope to be inherently sharable,” said Barry Miguel, President of 7 For All Mankind. “Rather than simply capture a beautiful celebrity in jeans, we have aimed to capture the personality and adventures of a beautiful woman in her jeans in order for fans to personally connect with each of her stories.”
Each scenario in the video series will visually articulate how Zoe lives in her JEANS, while an audio voice-over will tell the personal and candid articulation of how she feels in her GENES. The episodic series will launch in July 2016 and the b(air) denim campaign will run from Fall / Holiday 16 through to Spring 17.
In an exclusive interview, Zoe revealed “I am thrilled to join forces with 7 For All Mankind, a jean that makes you feel beautiful, strong and confident. I’m a denim girl through and through, and 7 has always been an essential part of my wardrobe. What I love most about this new collection, b(air) denim, is that they fit like a glove. As soon as you slip into them, they blend into your body, and you can’t help but feel sexy.”
Shot in a studio and on location in Atlanta, Zoe’s favorite local spots served as a backdrop for the campaign. The campaign was shot by photographer Nathaniel Goldberg and Karen Kaiser was employed to style the campaign for her approach to luxury. The brand is thrilled to once again partner with KiDS Creative as their creative agency.
The (b)air jeans have just launched, and are already a favorite among influencers and celebs, like Gigi Hadid. Try them on and you will be hooked! You can buy the (b)air collection on the 7fAM website.