Mar 23, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
We noticed these awesome images over on the Denim Hunters blog and thought they were worth sharing. Levi’s Made + Crafted launched a really interesting initiative earlier this summer called Photo Assignment: collaborating with a new and established American photographer each month, the brand gives the artist complete creative free reign to snap their M+C product however they interpret it.
This month’s photographer is Joanna McClure, an accomplished photographer based in New York. She focussed on the production and manufactoring side of jeanswear, taking inspiration from the strength and structure of a hard-wearing denim jean, as she explains:
“This project took on many iterations before reaching its final destination – given the task of shooting denim in any way that I wanted proved to be both a blessing and a curse! The options were unlimited, but in the end I decided to take a look at the process of how denim is actually made. I focused it down to a few things: construction, strength, and structure. What better way to express these qualities than to turn this great cloth into a sculpture – at once playful and strong.”
We love the images, they are contemporary, playful and striking, we’re looking forward to the following month’s. Check out the Made + Crafted site for some of the other collaborations.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.