No, they should wear jeans. Expensive ones. At least that’s the thinking of denim brand Seven for All Mankind, which recently shot its fall advertising campaign at Philip Johnson‘s iconic Glass House, set on a 47-acre New Canaan estate that is now a National Trust Historic Site (and has a spiffy identity designed by Pentagram). According to WWD, Seven is the first company or brand to use the Glass House as an advertising backdrop.
Acquired by apparel giant VF Corp. last year for $775 million, Seven is now trying to expand beyond denim into sportswear, accessories, and licensed products. And when we think of sportwear and accessories, we think, of course, of Philip Johnson! Managed by creative director Alex Sum, Seven’s fall ad campaign at the Glass House was photographed by Patrick Demarchelier and features models Doutzen Kroes and Gabriel Chytry. When asked about the unique shoot location, Demarchelier told WWD, “It’s fantastic, it’s amazing.”