For our latest campaign, we’re rethinking what the perfect fit means, and showcasing our new jeans on a group of powerful women.  Our new fits cater to all girls, with extending sizing and tall and petite fits. We want to show you that there is no such thing as the perfect figure, but every figure deserves a jean that perfectly fits! Come behind the scenes with and watch the campaign come to life!

We wanted each girl’s unique and amazing figure in her jeans to be the focus of each shot, so we chose a clean coloured background and held the shoot in studio with our talented campaign photographer. The energy on the day was LIT, all the girls were dancing and laughing—feeling comfy af in their jeans but looking fierce in every shot.

The hair and makeup inspo for the shoot was glowing skin, a pop of colour and a subtle eye. Thanks to our babes at Benefit we had the perfect brow, eye and skin products to achieve the look. We wanted to enhance the girl’s natural hair textures, so we kept the blow-drying to a minimum and focused on cute pony tales and loose natural waves.

Obviously, it was all about the denim! Accessories were kept to a minimum with just a few earrings, necklaces, and baker boy hats. We wanted the jeans to shine so we stuck to a sneaker or ankle boot for the shoe options. For the top half, we applied subtle layering, cute crops and tucked in tees.