May 17, 2017 | By Samuel Trotman
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For S/S 15, Hudson Jeans flip the script of their usual campaign superstar models, instead replacing them with a real audience that promotes positive self-image around the globe.
Since launching in 2002, LA-based premium denim brand Hudson Jeans has managed to distinguish itself in the cities saturated marketplace. Leaning more towards lifestyle rather than ‘on-trend’ seasonal products, the brand has become a favorite for women and celebrities the world over. As many fans will be aware, while Hudson jeans may be one of the best and most progressive denim brands in the premium market, it’s also one of the many LA-based brands guilty of its glossy campaigns with superstar models and over use retouching. But for S/S 15, CEO Peter Kim is looked to shake things up, guided by a strong internal philosophy, and become a little more public and who they are and what they believe in.
Enter Forever Forward, the brands newest campaign that ditches traditional studio shots of shirtless models, opting instead for a cinematic feel instead. Behind the campaign is the message You are beautiful. You are unique. And you can move #ForeverForward a declaration that backs that you can thrive doing what you love. The brand is inspired by the people who pursue this idea and have included a selection of champion creatives in LA that embody this idea. Included is the fierce denim devotee Madeline Harmon, vintage denim collector (Chuck’s Vintage) and connoisseur and Arto Saari, iconic professional skateboarder and photographer. Both are devoted to their passions and have carved their own personal marks in each of their respective fields. Forbes life spoke to Ceo Peter Kim on the campaign, you can read some of the excerpts below:
Can you explain what “Forever Forward” means?
“Forever Forward” (which comes from a Walt Whitman poem), for us, is the idea that asking great questions, nurturing creativity, living with passion and following your rebellious spirit is what pushes the world forward. We believe that nothing is more powerful than creative rebels devoted to a cause, and that is the idea that drives us at Hudson every day. We wanted to share that with our audience and community, because we think that resonates for a lot of people. It’s such a great and positive message to advocate for in the world, and to align all of our initiatives and projects behind.
What inspired Hudson Jeans’ current ad campaign?
We have wanted to be more than just a denim company in the public eye for as long as I can remember: To stand for something, to be a more than just a look but a mentality. For spring, we decided to lean heavy into what is truest for us, and put our mentality at the forefront of our message. Instead of just jamming product placement down our audiences’ throat, or blasting overly photoshopped images across magazines and the Internet, we wanted to create imagery that felt like us—raw, inspiring, and that would hopefully inspire and encourage the rebellious spirit in others.
What are the essential cuts, washes and styles for spring?
Hudson’s essential styles for the spring season are white denim, high waist sailor flares, aged denim washes in relaxed fits, icy blue indigo shades and 70s influences that were drawn from iconic areas of Los Angeles.
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