7 For All Mankind®, the world’s premiere brand of denim-lifestyle products, today unveils its FW12 Brand campaign. James Franco is back directing, editing and leading the photographic direction, with the brand’s creative agency LIPMAN, for another groundbreaking multimedia campaign that embodies the brand’s forever-cool California spirit and easy elegance.
The FW12 campaign opens with a refreshed 7 For All Mankind You Tube channel (youtube.com/7forallmankindjeans) debuting on July 25th with the trailer, Behind James.
The interplay between 7 For All Mankind’s cool, contemporary California lifestyle and Franco’s muse, Hollywood silent film pioneer, Rudolph Valentino whose legacy is shrouded in exotic mystery, provided an inspirational backdrop for the campaign.
The film delves into certain rituals and legends involved with the late actor’s life as explored and expressed by a group of contemporary figures, played by Henry Hopper and modern day style icons including Lily Donaldson, Cody Horn and Lou Doillon. The visuals examine the cross influence of Hollywood icons, old and new, in a mix of eras.
“The big thing I am trying to access is memory and how we deal with memory, what that means, how we remember people and who creates the lasting images of people. We all have our connections to people who we admire and it’s my own way of examining my own connections” says Franco.
Clad in 7’s high-shine metallics, sexy snake skin prints and leather-like denim, the cast took to famous Los Angeles landmarks like The Hollywood Forever Cemetery, Mark Mahoney’s Shamrock Tattoo Parlor & the Los Angeles Theatre to bring the concept to life and illuminate a connection between the Hollywood legends of the past and contemporary California culture.
“Our denim is more sophisticated than ever and the collection personifies our DNA through new innovation, new wash treatments and exciting ‘going out’ product” says Michele Manz, Creative Director. “7 for All Mankind’s clothes to me read as a great mixture of contemporary and cool retro and denim speaks to that. It’s been the core clothing material at the center of hip youth culture in California for the last 40 or 50 years” says James Franco.
“Following our ground breaking campaign in SS12, the FW12 Brand campaign continues to evolve and elevate our unique Brand story and California DNA” said Barry Miguel, President of 7 For All Mankind. “James and LIPMAN have captured the beauty of our product in a modern and sophisticated way as well as creating a fresh Brand visual language”.
Extending the campaign from advertising to product, Franco has designed a small collection of limited edition t-shirts for FW12. The collection consists of four t-shirts in two color ways; black and white, including exclusive campaign imagery. They go on sale worldwide on September 6, 2012 to coincide with Fashion’s Night Out.