Sexy, comfortable, sophisticated, no shortage of adjectives to describe the Californian brand of denim based in autumn 2000 by a trio of friends, Michael Glasser, Peter Koral, and Jerome Dahan. Very quickly, Seven jeans are part of the must-have for fashionistas when they were seen on Angelina Jolie, Ben Affleck or Jake Gyllenhaal.

This year, 7 for All Mankind is celebrating its tenth anniversary and for its birthday, the brand has achieved a communication campaign for autumn-winter 2010 and confirms its leading position in the world of premium denim.
To achieve this campaign that celebrates ten successful years of 7 for All Mankind, the label turned to Mert Alas and Marcus Piggott, two renowned photographers who have collaborated with prestigious fashion magazines and many brands of luxury, among others, Gucci, Yves Saint Laurent and Givenchy.
Shooted on Sunset Blvd in Beverly Hills in Los Angeles, the advertising campaign Fall / Winter 2010 label depicts the young Russian Masha Novoselova and American Julian Schratter under the leadership styling of Alex White.
The campaign is crucial for the brand since it does not just celebrate his decade of success, but it also marks a milestone in the evolution of the brand in order to face a decline due to turnovers an economic crisis has not spared. Indeed, it is the first time that the brand collaborates with an outside agency NYC Candlestick Creative to design its advertising campaign that has included command of Mert and Marcus. By choosing the legendary Sunset Boulevard, facing the Pacific Ocean to shoot, the intention is not trivial because the light is perfectly suited to the visual technique "Golden Hour" desired by the art direction.
More importantly, the brand has chosen this time to return to the press by buying strategic advertising pages in 15 prestigious titles including, among others, Vogue, W, Vanity Fair, Elle, GQ and Details.