Replay presents the new FW17 ADV campaign “Rebels&Heroes”, shot by photographer Jack Waterlot in Los Angeles, the city that symbolizes the American Dream. Today more than ever, this multi-ethnic metropolis in constant movement has become a centre of reference for its unmistakeable, world-renowned aesthetic, and for its growing influence in popular culture, music, art and fashion.
An international casting for male and female models is portrayed in a series of cult locations from the LA rock scene, in the Californian desert and in rugged urban settings around the metropolis, in line with the brand's spirit, which has always tended towards the music world and the interpretation of its key elements.
The garments in the collection, from the most authentic denim to the iconic leather jacket, bear homage to the history of Replay, without ever losing sight of the ongoing product innovations and the revisitations of a number of distinctive garments, such as the women's trench coat and the poncho.
The campaign, on air from September, includes social and digital platforms, the press and outdoor advertising, and aims to actively draw consumers in to experience engagement with the product and brand, in an unshakable combo of fashion and technology.