Denim day and denim campaigns over the last few decades

These days, jeans celebrated their 150 years. The first time the piece appeared was in 1792, in Nimes, France. Little comfortable, it was initially used for work in the field or on long voyages by sailors. Imported and adapted by German Levi Strauss, for American lands, the piece became lighter and more durable. the brand Levi’s as we currently know it kicked off here.

Since then, we have had many changes in the way of experiencing the jeans. In the 1980s, the rise of rock stars and supermodels boosted the scene’s popularity. fashion. Therefore, it was common to see campaigns from big brands expressing this entire era. glamorized with a touch irreverent It is sexy. Can’t talk about it and not talk about Calvin Klein Jeans. The brand in this period made its debut with Brooke Shields. The model was photographed through the lens of Richard Avedon. Of undeniable beauty, Brooke captivates the viewer to such an extent with her eyes and the chosen pose that, for a few seconds, it is possible to forget that it is an advertisement about denim. Ah, the jeans, back in the beginning it was called fabric of Nimesbut later its name was abbreviated to denim – random information for the curious on duty.

In the 1990s, the maximum “less is more” reigned in the fashion world. Advertisements could not respond differently. A heroine chic gains intensity here with its characteristics such as clear skin, more (very) thin and androgynous and greasy hair. Yeah, you didn’t get it wrong heroine chic is nothing more than the beauty, traits associated with use of drugs. Kate Moss starts to show up here to reinforce this basic and, in a way, toxic aesthetic. moss appears in the campaign for the Calvin Klein Jeans on what Mario Sorrenti was the photographer in charge of the project.

_{Kate Moss. Playback/ Pinterest.}

With a sexy, innovative and engaging footprint, in 1995, the Versace Jeans Couture It is Avedon (look at him here again) came together to idealize a campaign. Nadja Auermann It is Claudia Schiffer are the protagonists of this clique.

_{Playback/ Pinterest.}

The 2000s and the years that followed were marked by innovations that impacted jeans. Very adjustable, not only on the body but on the countless occasions that we need to experience daily, the denim there will always be a room in your heart. I believe that many of these campaigns may have activated a nostalgic feeling in many readers, for the time they fit (that famous phrase “good times, good things”).

_{Bella Hadid for Balenciaga. Playback/Pinterest.}

Currently, fashion tells stories and prioritizes evoking social issues. After all, fashion is a way of doing politics, of expressing worldviews, desires, etc.

Featured Photo: Jeans Levi’s. Playback/ Pinterest.