The campaign features different characters and environments. What was your inspiration?
Denim is a really personal wardrobe piece, the fit is always very specific to the individual. So, it felt only natural that I look at how, in the future, denim and the wearer could become one. I developed three future environments where they would exist. First: a technology-saturated, radio wave-esque, cells-only environment, where denim became a sleek exterior or barrier. The second, a Mad Max-inspired dystopia: denim became a protective shield from the drying elements. And third, a lush utopia, where denim had integrated into the wearer as a soft exterior.