The Los Angeles-based jeans brand celebrates the release of their newly developed Limitless Stretch denim in the Fall 2020 campaign by Creative Director Tenzin Wild. Starring model Oumie Jammeh, the black-and-white campaign evokes the feeling of freedom and comfort that comes from slipping into a favorite pair of jeans.
Photographer Mikael Jansson captures Jammeh among the outdoor ambience of a Stockholm summer. Her effortless beauty shines as she lies among wildflowers or stands stoically before the windblown sea. Jansson constructs an emotional landscape of ease and contentment out of the physical one. Tenzin Wild does well to purify the creative blending the natural settings with Jammeh’s natural beauty in a stunning contrast of black and white.
Importantly, the campaign also emphasizes J Brand’s commitment to sustainability. For the Fall 2020 collection, 97% of all washed denim in the collection is produced utilizing a process which uses far less water than standard techniques. The brand has pledged to raise that figure to 100% by the end of this year.
Creative Direction | Tenzin Wild Photography | Mikael Jansson Talent | Oumie Jammeh Styling | Mattias Karlsson Makeup | Regina Tornwall Hair | Rudi Lewis Production | Day–Int.
Creative Direction | Tenzin Wild DOP | Fredrik “Nisse” Virgin DIT | Philip Bengtsson Talent | Oumie Jammeh Styling | Mattias Karlsson Hair | Rudi Lewis Makeup | Regina Tornwall Editor | Alex Moreno Post Production | Gloss Music | “Escape Artist” by Zoe Keating Music Licensing | HiNote