Wear Your Story
This campaign explores the personal stories woven into every pair of denim.
The Campaign Story
Nearly everyone has a pair of jeans that they will never forget. The first you ever bought with your own money. The ones you wore to propose. The hand-me-downs from your older cousin. These jeans, and the stories they tell, embody who you are — and who you are becoming. Rips, tears, and all.
The Approach
With smaller, niche brands emerging in the marketplace, Ralph Lauren needed to reinvigorate our audience’s interest in our denim — and consider us as a leading retailer for jeans.
To do this, we tapped into Millennials’ obsession with the good old days and created a campaign that captured the nostalgic feelings woven into the fabric of our favorite clothes – and the stories of who we became when we wore them.
In order to capture this concept, intimate portraits of our carefully selected talent best suited the concept and helped re-launch the denim collection.
“Denim is more than just a pair of jeans. It’s your story, so wear it well.”
— Polo Denim Campaign, 2019
