Nov 16, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Last Thursday (September 12) Edwin-Europe invited their friends and family down to their East London store to celebrate the official launch of the Autumn/Winter 2013 collection including the release of the Winter MMXIII film. We spoke to Art Director Benjamin Robinson to find out more on the film and what went down on the shoot.
Following the behind-the-scenes imagery from their online journal earlier this year, denim brand Edwin-Europe presents the latest edition of its video series with a short film highlighting its forthcoming denim collection. In the depths of winter, the Edwin Further crew braved Les Vosges mountains in the North East of France with temperatures plummeting to -15ºC.
Edwin’s Art Director, Benjamin Robinson shot the film (see interview below), pulling in close friends Kingdom of Kicks and Blitz Motorcycles to join the adventure. Meanwhile, photographer Sam Christmas captured the stills to form the seasons campaign imagery. From mountainous landscapes, knee deep snow, frozen beards and ’70s trial bikes the Edwin crew faced the harshest elements to bring you this beautiful campaign.
As highlighted in Stylesight’s exclusive interview with Edwin, the A/W 13 collection incorporates bold patterns, new denim washes and a seasonal colour palette as well as some new technical fabrics like British Millerain and Panama Teflon. Of course with denim at the core of Edwin’s DNA, indigo plays a heavy feature throughout the collection with a deep and rich shades juxtaposed with texture and patterns. The indigo camo jacquard range is one of our favourite elements from the collection.
As you would’ve seen from previous posts, Edwin loves share their passion and celebrate with friends. So last night the brand held a small gathering at their Charlotte Road store to showcase the launch of the film and collection. All of the Edwin team from the movie were there to host the evening and share some of the stories from the trip. As usual, the crowd filled space outside the store and the street lined with custom bikes.
We grabbed Art Director Benjamin Robinson for a few moments on the night to ask him a few questions on the film and what went down on the trip:
Who was involved in the film this time round?
Whoever was able or had the inclination to come from the crew, it’s always the same group of friends really…
Are there any memorable moments or scenes that happened throughout the trip? And how did you cope filming in the snow?
There’s always at least a few moments, usually from the evenings that it’s probably best not to mention here. And we are all genuinely friends so the trip had lots of moments, but maybe not ones that would hold any resonance for someone who wasn’t there. We had some great times after a (very) cold days shooting, cracking open the vin rouge and relaxing in the outside hot-tub. There weren’t any accidents, well not bad ones anyway. But I guess the snow made the trip for everyone…it felt like an adventure…I mean, we never see snow like that in London and I just remember driving up to the mountains and thinking, ‘Wow, this is gonna look great!’. So I guess for me, shooting in waist deep snow at -10ºC temperatures was the highlight…frozen 14oz raw denim as a trouser choice was probably the lowlight.
How does this film differ from the previous Further release?
Well, this film isn’t part of that series…Further was and will continue to be a ‘documentary’ series…I use that term pretty loosely but the first 2 films were simply moments of a road trip, where everything just happened. This film is seasonal…everyone is exclusively wearing Edwin A/W 13 clothing and we went to the location with the sole intention of shooting a film and a series of photographs…so it’s a different animal, but with the same soul because again we took along the same (with a slightly different mixture) group of friends.
What are the key pieces featured in the video?
I guess the key pieces of most (if not all) winter collections are the outerwear, and in the temperatures we faced that is what we were forced to focus on. The Blitz collaboration pieces are great…British Millerain black waxed jackets and jeans and there’s a new, more technical side to our outerwear program which you’ll see becoming more prevalent in future collections.
Below are some stills from the campaign that perfectly capture the mood and feel of the winter collection.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.