You might not actually want to work out in denim jeans. But it's good to know (maybe?) that you could—and that the heads of anyone watching you in the gym might just explode with admiration (and/or confusion?) as they witness a new kind of workout clothes in action.
This is all according to 180 Amsterdam's latest bit of eye-popping absurdity for fashion label Replay, makers of the aforementioned denim gym pants.
Replay has come up with something called Hyperskin—a material that comes in handy in the so-called "Athleisure" category, which seems to be mostly about exercising in apparel that looks like street clothes. To show Hyperskin in action, the brand recruited Russian supermodel Irina Shayk (aka, Cristiano Ronaldo's ex-girlfriend) for an explosive product demo—executing a series of yoga moves, while wearing the product, which literally blows the minds of those around her.
180 and Replay have traded in this kind of stylish preposterousness before, notably in their 2014 "Eco Warriors" spot. The new commercial was directed by the duo Tell No One and produced by Good Egg in London.
"We're hyper proud to be introducing the new Hyperskin," says Replay CEO Matteo Sinigaglia. "Wellness is no longer a trend; it's the perfect balance between body, soul and the environment: it's a philosophy and a lifestyle. Replay took this as an inspiration to merge it with its denim DNA and created Hyperskin: a revolutionary product able to combine performance, lightweight and 100 percent natural fibers."
If they can make workout clothes that look like pajamas, then we might consider it.
CEO – Matteo Sinigaglia
Director of Communications – Lorenza De Mattia
Agency: 180 Amsterdam
President and Chief Creative Officer – Al Moseley
Managing Director – Stephen Corlett
Executive Creative Directors – Dan Treichel & Dave Canning
Creative Directors – Martin Beswick & Stephane Lecoq
Graphic Designer – Kate Shearer
Brand Director – Katharina Schablitzki
Account Manager – Nicole Scopes
Planner – Clare Satterthwaite
Producer – Meredith Bergonzi
Business Affairs – Pamela Villaflores
Photographer – George Harvey, London
Retouching – Jan Willem Dijkstra @ Left Hand Retouch
Production Company – Good Egg, London
Director – Tell No One
DP – Ben Fordesman
Producer – Malachy McAnenny
Executive Producer – Julia Reed
Casting – Sophie North @ Sophie North Casting
Editing – Final Cut, London
Editor – Suzy Davis
Assistant Editor – Peter O'Donovan
Offline Producer – Frankie Elster
Post Production – MPC, London
Flame Supervisor – Iain Murray
Online Producer – Hannah Ruddleston
Sound – Randall MacDonald @ Wave Studios