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FOR IMMEDIATE RELEASE:
Los Angeles, CA – 7 For All Mankind®, the world’s premiere leader
of denim and lifestyle products, unveils its Fall/Winter 2016 brand campaign that goes beyond
traditional product-focused imagery, instead opting to use video in order to tell a compelling
narrative. Actress Zoe Saldana is chosen to star in the brand’s new b(air) denim campaign. Her
personal anecdotes, coupled with her exotic beauty captured though film, allow for this unique
story-focused brand campaign.
The campaign is designed to accompany the global launch of 7 For All Mankind’s new category of
women’s jeans called b(air) denim. b(air) denim takes the combination of comfort and aesthetic to
a whole new level. This ultra-lightweight denim is soft as silk and light as air; the first of its kind to
hold its shape while offering imperceptible comfort.
The FW16 campaign officially launches in July 2016 with a fresh digital narrative that aims to target
millennials through film, social media and the power of celebrity. Rather than simply showing the
product, the brand’s aim is to showcase a day in the life of a woman wearing b(air) denim.
#bairEVERYWHERE is intended to capture how she lives & feels in her jeans. In addition to
beautiful campaign imagery, #bairEVERYWHERE will also consist of a 30-second commercial and
“With this campaign, we are able to showcase the benefits of our new line of jeans through original
and captivating content that we hope to be inherently sharable,” said Marcus Mellor, Senior
Director Product & Marketing of 7 For All Mankind. “Rather than simply capture a beautiful celebrity
in jeans, we have aimed to capture the personality and adventures of a beautiful woman in her
jeans in order for fans to personally connect with each of her stories.”
Each scenario in the video series will visually articulate how Zoe lives in her JEANS, while an audio voiceover will tell the personal and candid articulation of how she feels in her GENES. The episodic
series will launch in July 2016 and the b(air) denim campaign will run from Fall / Holiday 16 through
to Spring 17.
In an exclusive interview, Saldana revealed “I am thrilled to join forces with 7 For All Mankind,
a jean that makes you feel beautiful, strong and confident. I’m a denim girl through and through,
and 7 has always been an essential part of my wardrobe. What I love most about this new
collection, b(air) denim, is that they fit like a glove. As soon as you slip into them, they blend into
your body, and you can’t help but feel sexy.”
Shot in a studio and on location in Atlanta, Saldana’s favorite local spots served as a backdrop for
the campaign. The campaign was shot by photographer Nathaniel Goldberg and Karen Kaiser was
employed to style the campaign for her relatable approach to luxury. The brand is thrilled to once
again partner with KiDS Creative as their creative agency.
7 For All Mankind’s Fall/Winter 2016 brand campaign uses a new product launch to tell a woman’s
story in her new 24/7 jeans. With Zoe Saldana starring as the new celebrity face for the brand, the
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