John Lewis has debuted its own premium denim brand, And/Or, and it's introducing it with a funky film created by Adam&Eve/DDB that has some unusual touches, including a shot of a nursing mom with attitude.
The spot, directed by Samy Mosher at Stink and set to the track "Makeba" by Jain, focuses on a beautiful model rocking her jeans, but in real-life situations, including playing with kids and visiting a cafe with friends with babies as well as hanging out with her man and partying in clubs and bars.
And/Or targets a younger customer with a range of jeans made in Los Angeles in collaboration with L.A.-based denim label Calvin Rucker, founded by Joie Rucker, who was also behind fashion label Joie, and Caroline Calvin, former SVP-Levis. Each of the styles is named after locations in Los Angeles that inspired the location. They include the Abbot Kinney Skinny, Silverlake Straight, Venice Beach Boyfriend, Westlake Wide Leg and others. The line initially launches in 15 John Lewis shops and on johnlewis.com today (Mar. 22).