Jun 07, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Apr 05, 2010
For the release of nine new jeans washes, Tiger of Sweden wanted to do something more creative than the usual window display. That’s when they came up with the film project: The Night Stories. Based on the idea that every pair of jeans has a unique story to tell, “a story written by the jeans and the person who wears them”, nine talented Swedish film makers were given a brief and one pair of Tiger of Sweden Jeans in a new wash and asked to tell its own story. With four weeks to create a short film under 3 minutes in length, they had total freedom of interpretation, style and technique of their choice, and were even allowed to collaborate with someone else if they wanted to. The Night Stories will be shown on its own web site until June 30th and on large screens in windows of Sweden Solo stores between March 29th and April 11th. Interesting project!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.