JOE’S JEANS get backs onto the scene with the help of BELLA HADID
BY KENNETH RICHARD
After a few seasons away from the spotlight, Joe’s Jeans is back in the image making business with Bella Hadid and Matthew Noszka in front of the lens.
The LA based denim house has a history of progressive marketing with edgy and sexy undertones and this season Creative Director Jameel Spencer enlisted photographer Anthony Mandler to help steer the brand back into the spotlight. Hadid was a wise choice to maximize the media exposure as her star has been rising for a while now. Male model Matthew Noszka’s life took a dramatic turn in 2015 when a shirtless photo on Instagram catapulted him from college student to a Wilhelmina represented model and Calvin Klein underwear star.
The campaign is standard rock denim fare complete with a video of a once again shirtless Noszka carrying Hadid through a concrete industrial pipe. The video ends with Hadid expressing to the camera, ” I’ve been to a lot of places but don’t know where I want to go.” Hopefully the brand does and we look forward to watching them climb out of the concrete pipes and back to denim campaign relevance as the market loves a comeback.
Creative Director | Jameel Spencer & Marcella Lindeberg
Photographer | Anthony Mandler
Models | Bella Hadid & Matthew Noszka
Stylist | Charles Varenne
Hair | Danilo
Makeup | Mark Carrasquillo
Post Production | Company 3