Directed and Photographed by Award-Winning Actor James Franco.
The campaign teams up with James Franco for a multimedia campaign the encompasses the brands Californian spirit and denim DNA.
James Franco will curate an interpretive artistic expression of the modern-day Romeo and Juliet as demonstrated through an art installation. The brand also explores key themes of divided loyalties, fate and chance, and the ultimate price paid for passion.
Imagined & inspired by the 7 For All Mankind FW13 collection, this unique series of artworks are created by Franco & serve as a homage to LOVE & CONNECTIVITY. The concept has stood as a key theme for the brand in past seasons and no doubt emerges itself throughout the FW13 campaign as well. Yet this season, 7 For All Mankind will not only explore how these connections are built, but how they are broken as well.
Franco’s presence in the campaign represents his on-going role as a creative force behind the 7 For All Mankind image and branding. Franco shares, “The great thing s about doing this 7 For All Mankind campaign was that it involved all these aspects of filmmaking, this world that I knew from my other job” says Franco. “But there was a new kind of freedom because we were making these films for a different purpose, not to put into big movie theatres and sell tickets. There was a new freedom to more art-based films so we could break a lot of rules. I felt this great sense of creative freedom. “
“James has created, with us, another incredible campaign that beautifully embodies the DNA of our Brand. This iconic story, reinterpreted against a California backdrop, compliments the FW13 collection in such an artistic and sophisticated manner” said Barry Miguel, President of 7 For All Mankind.
7 For All Mankind is incorporated thematically through the wardrobe and styling. The FW13 campaign officially launches in September 2013 during New York Fashion Week with the premiere of Franco’s traveling art exhibition during an event in New York City. The exhibition will then debut at select galleries in cities around the globe. Franco captured several of the play’s most celebrated scenes through still photography, which he then used to create two components: the first will be a series of 10 -15 large format pieces of art, and the second will be a sequence of 5-7 stop- motion films.
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About 7 For All Mankind®
7 For All Mankind®, a division of VF Contemporary Brands, Inc., is the world’s premiere brand of denim-lifestyle products. Founded in 2000, the Los Angeles based premium denim brand quickly earned critical acclaim due to its innovations in fit, fabric and finish. The 7 For All Mankind® brand offers denim, sportswear and accessories collections for men, women and kids. Products are sold in freestanding 7 For All Mankind® stores, on- line at www.7ForAllMankind.com, and in luxury department and specialty stores in over 80 countries worldwide. VF Contemporary Brands, Inc., is a wholly-owned subsidiary of VF Corporation. For more information about VF, please visit their website: www.vfc.com. For more information about the 7 For All Mankind® brand, please visit: www.7ForAllMankind.com