Check Out The Levi’s® Orange Tab Collection Campaign Featuring Sydney & Will

First used on a line of affordable slim-fitting jeans, jackets and shirts, Levi's® Orange Tab symbolized style and youth during the counterculture of the 1960s.

Embracing this past and reinterpreting it for the youth of today, Levi's® South Africa chose Sydney Davy and William Kuna as the fresh, local faces for the new Levi's® Orange Tab Collection campaign. Sydney is a model and make-up artist and William is a DJ, producer, model and fashion design student.

Orange Tab 2017 features vintage-inspired finishes along with updated fits and fabrics. A new addition to the bottoms range is a Vintage Kick Flare and a zip front skirt with design features such as patch pockets and additional belt loops. Men’s and women’s tee’s feature Levi's® logos and prints pulled right from the Orange Tab Archives, while the iconic Trucker gets some Orange Tab touches in the form of Arcuate pockets and zip fronts.

Cara Delevingne Is The New Face Of PUMA’s ‘DO YOU’ Women’s Campaign

PUMA launched their women’s campaign ‘DO YOU’ which aims to inspire confidence in women everywhere. As part of this campaign, PUMA announced they will be working with international model, actress, and activist Cara Delevingne. She joins PUMA’s growing list of influential female ambassadors including Rihanna, who served as the campaign’s Creative Director.

'To ‘DO YOU’ is to take ownership of yourself and finding the power within that ownership —it's a very powerful statement,” says Cara. “It's about accepting who you are, no matter your faults.  ’DO YOU’ is about finding your truth and sticking to it. I think it's so special because it means something different for everyone.  It specifically encourages people to be themselves.'

Cara embodies the PUMA Woman. She is fearless, always finding new ways to express herself and use her body as a catalyst for conversation. Her unapologetic attitude and inspiring defiance of the status quo will set the tone for this campaign. She leads the pack of strong women appearing in this campaign, including Mimi Staker and Olivia Boisson of the New York City Ballet, German track and field athletes Alexandra Wester and Tatjana Pinto, and Cuban volleyball players Leila Consuelo Ortega Martinez and Lianma Flores Stable.

The campaign was inspired by Rihanna who once said 'I dare myself to make things work. I don’t do things for the response or controversy. I just live my life.' The campaign inspires women to stay true to themselves, make their own rules, and never take ‘no’ for an answer. It creates a conversation that encourages women to be confident, motivated, and never willing to compromise on anything from their personal style to their workouts to their life. Given Rihanna’s own belief on this message, it made perfect sense to bring her on board with PUMA to creative direct the campaign featuring Cara.

The ‘DO YOU’ campaign launches this month with a cross-category product assortment dropping through October from PUMA’s Running & Training and Sportstyle collections. 

“What Is RAW?” - G-Star & Pharrell Ask The Question In Their Latest Campaign

“RAW is not a noun, RAW is a verb”, said G-Star’s new co-owner and Head of Imagination, Pharrell Williams, when asked about the meaning of raw. For the first time in the brand’s history, G-Star is stepping beyond the product to present the question: “What is RAW?”

To answer the question, the G-Star Fall/Winter ‘16 campaign tells the story of what exists beneath the surface of the brand itself: the people that make it, their craft, and the spaces they occupy. This story and subsequent metaphoric journey through the world of G-Star is portrayed through the RAW Family Portrait. The formation within the portrait emphasizes the brand’s belief in equality and team effort. By stripping back what’s on the outside to uncover what lies beneath – this is raw.

The Family Portrait is just one part of a multilayered campaign, which is also comprised of a film that highlights the design process taking place at the G-Star headquarters in Amsterdam, and a series of digital shorts which tell the stories of the brand’s product engineering process, obsession with 3D-denim construction, commitment to sustainable innovation, and more. Throughout all the seasonal campaign assets, it becomes quite clear: the real meaning of raw is a personal sentiment that cannot be explained, it has to be felt to be understood.

Introducing Charlie Casely-Hayford – The New Face of Superga’s Menswear Campaign

Superga is excited to announce the new face of their menswear Autumn/Winter 2016 (AW16) campaign, Charlie Casely-Hayford, who will be following on from previous ambassador Jack Guinness to become the face of the menswear AW16 campaign. Since launching his international brand in 2008 with his father, Charlie has been a favorite of GQ’s “best dressed men in Britain” and with a huge following Charlie has also been voted no.20 on GQ’s cool list of the most influential men under 40.

As well as being the new face, Charlie was hugely involved in the creative direction of the campaign and will showcase the many ways in which you can style your Superga’s.

Superga pride them on supporting and nurturing rising talent within the industry and is set to debut Charlie’s official collaboration in June 2016.

The Men’s AW16 collection will be available in Superga Stores nationwide. 

Introducing The New Dynamic Stretch Denim For Men And Women By Hilfiger Denim

Tommy Hilfiger recently launched the Hilfiger Denim advertising campaign “An Island State of Mind”, which brings a laid-back island vibe to the urban concrete jungle. Contemporary city life gets an unexpected overhaul that’s playful, dynamic and optimistic – it’s a celebration of the brand’s fresh take on iconic denim classics with a spirited, edgy attitude that’s uniquely Hilfiger Denim. The campaign features millennial models & influencers including Hailey Baldwin, Immy Waterhouse, Luka Sabbat, Sang Woo Kim and David Bywater.

As part of the campaign, the Hilfiger Denim collection includes the new Dynamic Stretch denim for men and women. The innovative fabric has an 80 per cent stretch factor and a high-recovery finish, ensuring it retains its second-skin fit without losing elasticity – even after prolonged wear. The super-stretch fabric uses a high content of elastane to provide an incredible ease of motion and superior comfort, without losing its authentic denim look. It is supportive without being restrictive and allows for effortless movability.

The Dynamic Stretch women’s collection includes a skinny silhouette in low, mid, high and ultra-high-rise options in a variety of washes and rinses. The palette features light, mid and dark denim; black, white, pale blue and royal blue, while select styles feature destructed finishes and bleached whisker details.

The men’s Dynamic Stretch collection features a super-stretch skinny silhouette and a slim silhouette in washed gray-black, rinse-washed black and vintage light, mid and dark blues. Select styles are finished with random bleaching, 3D whiskers and scraped hemlines.

The Dynamic Stretch styles will be available this season at Tommy Hilifger standalone stores in Sandton & Cape Town as well as Stuttafords stores nationwide.

First Look: Diesel Spring/Summer 2016 Campaign

Diesel’s spring/summer 2016 campaign comments on our digital culture, its #slogans and the joyful absurdities of our online/offline behaviour.

“Our worlds, online and offline, are completely merged,” says artistic director Nicola Formichetti.  “Digital is now more real than reality. Emojis have become the new Esperanto, a universal language which is understood by millions.”

“We worked with director/photography duo Santiago & Mauricio to shoot fun, instant video clips before the traditional advertising images. It was really important to speak today’s language as phones and computers are the tools we connect with.”

Inspired by the humorous way emojis describe real-life scenarios, Diesel commissioned its own emoji alphabet, used throughout.

The campaign features singer and actor Joe Jonas; actress, singer and designer Kiko Mizuhara, plus Jonas’ group DNCE. While the cast of models include Diesel family Sara Cummings and Sang Woo Kim; hunk Trevor Signorino and Stav Strashko, a male on the women’s board at his agency. Stav identifies as a girl and feels very comfortable in his own skin.

The casting continues the Diesel DNA of bringing together different cultures, personalities and individuals that Formichetti finds online. Freedom is our flavour and you should be who you want. 

Video clips show Sang cyber flirting, Kiko sending a hyperreal selfie, Sara online shopping and Aki von Glasow left-swiping all his favourites. Social media birthed the idea ‘that moment when’ and you’ll see models fall in love with themselves, make emoji faces and tell us their #currentmood.

First Look: Tommy Hilfiger Spring 2016 Global Advertising Campaign

Tommy Hilfiger announced its Spring 2016 global advertising campaign, Wish You Were Here. Inspired by an island-hopping holiday to exotic locales in St. Vincent and The Grenadines, the campaign celebrates relaxed Caribbean lifestyle with an eclectic, spirited twist that’s uniquely Tommy. Set against a backdrop of turquoise waters and white sand beaches, the signature style combines laidback island ease with a sophisticated touch; it’s iconic holiday style at its best.

Tommy Hilfiger sends warmest wishes from exotic Mustique, where supermodel Behati Prinsloo (brand ambassador for the third consecutive season) and her handsome crew of castaways (Miles McMillan, Marlon Teixeira, Nathan Owens, Jordan Barrett, and Darius Trabalza Haynes) are hitting the beach with spirit and style. Up a leafy palm or splashing in the surf, she’s a modern-day explorer – ready to write her own adventures and lead the gang in hot pursuit of the good life. Island casual meets sporty cool, with an individual twist. Nautical red, white and blue meet native flora in sophisticated pieces with laid-back ease. Think crocheted knits and candy-striped dresses. Embroidered seersucker shirts. Blazers and button-downs, layered over wild floral polos.

“Our Spring ’16 campaign is inspired by the eternal island vacation,” said Tommy Hilfiger. “My family and I have always loved the Caribbean, and Mustique in particular is our favorite place to spend time together. This season, we channel this ‘island life’ inspiration into our colorful, cool campaign with an eclectic twist. We mix nautical and tropical influences with sun-washed palettes and athletic accents; it’s all about a relaxed beach holiday with a glamorous touch.”

Wish You Were Here is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.

The Tommy Hilfiger Spring/Summer 2016 collection is available in Tommy Hilfiger standalone stores & Stuttafords from January to July 2016.

Introducing The New Hunter Original Autumn/Winter 2016 Campaign

The new Hunter Original autumn/winter 2016 campaign - A Hunter Highland Fling - takes us on an adventure through the Scottish Highlands, following a group of young pioneers as they make their way to the summit of a mountain.

Under the creative direction of Alasdhair Willis, the model shots for the campaign were captured by acclaimed photographer and filmmaker Elaine Constantine, chosen for her inimitable vision of British youth, which has featured in iconic campaigns and publications such as The Face, Vogue and W magazine. BAFTA nominated for her newly released film, Northern Soul, Elaine coached the cast in order to convey the unique spirit, nostalgia and sense of youthful adventure that runs throughout the campaign.  From a picnic complete with sandwiches and a Thermos flask to navigation with orienteering maps and trekking poles, a traditional British adventure is created for the campaign. 

This campaign develops on the story of the London Fashion Week show, which saw the Scottish glens reappropriated, taking place within a vast urban industrial space with metal waterfalls cutting through the runway. In the spirit of Hunter Original, the Scottish Highlands, the heritage of the brand, are recreated using CGI in a new modern treatment of the brand’s home and heartland, created by pioneering digital artist Thomas Traum. Blurring the digital renders and photography into one, the cast is set within a dramatic and hyperreal Scottish landscape of heathers and lichens, mountains and lakes, in each scene the skies becoming darker as rain clouds roll in.

The campaign photography comprises 4 scenes, presenting different stages of the journey through the Highlands, beginning with navigation, followed by a picnic and a landscape of waterfalls, until they reach the summit of the mountain. 

Hunter will be available in select stores from March 2016.

Introducing the adidas Originals ZX FLUX Infinite Possibilities Campaign

Following on the launch of ZX FLUX in 2014 which saw adidas Originals producing The New Collectors, a series of short films focusing on the theme of creative influences, the latest ZX FLUX Infinite Possibilities campaign puts the spotlight on encouraging a new generation of South Africans to embrace the power of their creativity.

The campaign launches with the ZX FLUX short film ‘What You See Is what I Feel’ which depicts the journey of five South African creatives and the process they go through to bring their creative passions and ideas to life.

The film acknowledges that to be a creative is not something you choose – it chooses you. It further celebrates the artistry, finess and sheer dedication it takes for creatives to commit to their own creative process, to embrace its progressive stages and to celebrate the infinite possibilities when they allow it to flow.

The five local creatives featured in the short film include tattoo artist Tyler B Murphy, typography designer Jordan Metcalf, street artist Fuzzy Slipperz, professional dancer Robyn Brophy and music producer Peach Van Pletzen.

While following each individual’s unique perspective, the film tells a collectively relevant story and takes viewers on a journey through the creative process – from the optimism and excitement of a blank canvas, through the inevitable moments of self-doubt, and finally into the celebration and personal fulfilment of expressing your creativity into something completely unique.

Asked about why the film was tied in with ZX FLUX, Ricole Green, adidas Originals spokesperson, says: “It was the perfect fit. The ZX FLUX silhouette is literally a blank canvas and the number of fabric and creative executions it allows for has given an infinite number of possibilities for sneaker fans to express their creative flair.”

For more information visit the AREA3 blog and join the conversation using #ZXFLUX on adidas South Africa’s Twitter (@adidasZA) and Instagram (adidasZA).

Fashion Campaign: Melicia Gindan for Dzollhouse

Peep the pictures below where Melicia Gindan is featured in a fashion campaign for Dzollhouse. She is definately slaying. Follow Melicia and Dzollhouse on Instagram for more pictures on the campaign. 

 

Photo credit: Instagram

First Look: Craig Port – Black Moon Rising Autumn/Winter 2015 Fashion Campaign

Inspired by the juxtaposition of modern and ancient Japanese design, Craig looked to Eastern culture when conceptualising Black Moon Rising. The collection celebrates primordial philosophies with a bold and modern edge.

Shadow cobalt and plum tones compliment an inky monochromatic colour palette where abstract patterns rendered in black and white sit graphically on luxurious materials. Digital embroidery and dream-like shadow designs echo an Eastern aesthetic with a uniquely western feel.

Pieces within Black Moon Rising seamlessly merge functionality with clean Japanese silhouettes. Black-clad with component detailing, shielding coats and pocketed bombers are best paired with narrow cropped trousers and the season’s iconic voluminous pant.

The longer length suit jacket and blanket cape layer effortlessly over signature PORT collared shirts and weightless knits, and thoughtful fusion touches are evident in organic faux fur trims, sharp-shouldered belted overcoats and sueded Geisha inspired shoes. The new look moonbag worn high on the waist adds a touch of urban pop culture and the traditional karate belt makes a fashion forward comeback.

Leather, velvet chenille and wax-coated cotton is balanced by warmer cable knits, velveteen and space dyed fleece making for a compelling yet completely wearable and cohesive collection.