Replay presents the new S/S ’18 ad-campaign “Burning Man”, shot by photographer Jack Waterlot in a California location reminiscent of Black Rock Desert, Nevada, where the Burning Man Festival is held every year.

“The experimental art gathering of Burning Man is about a Utopian community based on the values of inclusion, self-reliance, and self-expression recreating Replay’s vision through the lens of Jack Waterlot.

Models Robin Holzken, Cora Keegan and Andrey Zakharov are portrayed in a series of romantic, yet rugged, dream-like images and setting that have become part of the iconography of the Burning Man. Replay’s DNA and heritage matches the atmosphere perfectly thanks to “desert glamorous” pieces where its romantic and rock souls come together.

Denim and leather take center stage, while light and soft fabrics, slight discoloration and cold dye treatments perfect the Boho chic style.

The campaign was launched in January with a domination of the city of Florence during the Pitti Uomo week through giant billboards at the airport, train station, main squares and city streets as well as public transports and taxis and aims to create a tangible connection between the brands imagery and Burning Man’s.”

About the collection:

For her:

The Burning Man is named after the most popular desert music festival. The collection is inspired by the patterns in the desert glamorous style, where romantic souls and rock come together to create soft toned garments ranging from burned to dusty pink, combined with light or white denim garments.  The fabrics are lightweight and soft, while slight discoloration and cold dye treatments give the clothes delicate shades. The iconic item for this theme, perfect for completing the Boho chic style, is the fringed camel tone suede jacket.

For him:

Here the most relaxed spirit of Replay emerges, a style inspired by the lightness of vacations with chino-cut bermuda shorts coupled with Hawaiian patterned shirts. For him the tones are also light, they go from a wide range of pastel/dusty trousers and bermuda shorts, to burnt tones. The fabrics are comfortable and light, such as linen and cotton.

You can shop for the Replay spring and summer 2018 collection on their website.


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