CREATIVE DIRECTION. PHOTOGRAPHY by LILY CUMMINGS

Fashion has celebrated iconic women in denim for decades. We wanted our customer to see herself among them.

Purchase data and customer research revealed that many of our shoppers were hesitant to experiment with new silhouettes. Rather than asking them to simply "try something new," we gave them something to aspire to.

Drawing inspiration from more than 70 years of iconic denim imagery, we recreated legendary fashion moments across print, social, email, and onsite experiences—this time celebrating women who had too often been left out of the narrative.

Because the right pair of jeans doesn't just change how you look. It changes how you see yourself.