Representing the past, present and future of denim, Creative Director, Clarence Ruth, introduces his familiar yet innovative 2021 campaign. The immortal denim jacket echoes throughout the collection. Continuity, imagery, and angles all contribute to his overall intention behind the campaign.
The denim jacket is in the DNA of the campaign. While the first record of the silhouette was created in 1880, Ruth continually challenges the creative boundaries of design. The campaign continually gives intriguing glimpses into just how unexpected a simple staple can be.
Black and white images were purposefully used to symbolize generation and duration. The denim jacket has been and continues to be a fundamental piece of fashion. The black and white photos speak to the ageless characteristic of denim even in the modern world.
Whether it be from the front, side, or back a denim jacket is recognizable and apparent. The campaign focuses on the detail and innovation of Ruth’s creation while nodding to the heritage of denim. Various angles captured reveal a stunning element of design that may have been previously unnoticed.
Makes sense, right! We don’t usually stop to think about the denim jacket which, in fact, is as much of a denim staple as the jeans. Interesting, how Ruth captures the essence and immortality of a denim jacket. And we can’t wait to see how he “plays” it in his collections.
We will be posting here shortly some details of Cotte D’Armes key pieces and we promise you, you won’t be disappointed. Meantime you can also check out Ruth’s previous denim collections and ad campaigns here. And, as we have pointed out before: Cotte D’Armes is not just a denim brand with three to four collections a year, but much more a lifestyle denim couture brand with a core collection.
Photography and Direction: Clarence Ruth
Model: Stephanie Villareal (Texas native)