MUMBAI: The new SF Jeans Autumn/Winter collection is out. Surrounding the collection the jean company has unleashed a 4-ad series, which revolves around the interpretation of life as a 'game', looking at the world through a pair of SF-tinted sunglasses.
Comprising of a total of 15 print ads and 69 hoardings in Mumbai, Delhi, Pune, Bangalore, Chennai, Hyderabad and cities of UP as well as the eastern and northeastern parts of the country, the campaign has been conceived by Bangalore based Fisheye Creative Solutions.
Shot entirely in vintage and rustic South Africa, in SF’s characteristic of irreverenence and off-beat style, a ‘diary’ is showcased as one's lower back with a phone number tattooed on it. A ‘career’, apparently, isn’t about applying B-school principles, but applying suntan lotion on a bevy of scantily clad women. ‘Home’ is a suitcase, and dinner is best wound up with a delicious toe for ‘dessert’. The campaign has been shot by international fashion photographer, Tejal Patni.
The company states that this latest campaign is emblematic to SF previous campaigns. Irreverent, funny and experimentative, this campaign gets its audience looking at things in an original and a unique manner. The key products unveiled for this season double up as combat gear to confront monotony.
For instance, the new ‘tweed’ range is an almost impertinent blend of convention and rebellion and the ‘rust’ collection, patched with abrasions and tears is for the guys who insist on wearing tradition out day after day.
The colourful and multi-printed ‘Knits’ add that zing to the winter and the SF shirt - stylised, slim and full of swish, sets the style apart. All the cargo's are designed with multi-pocketed and innovative line of cargos.
The daily gear apart, SF has also launched an extensive range of accessories that include socks, key chains, wallets, canvas belts, sling bags, rucksacks and caps as an offer as a part of the new collection.
“Our new campaign dons on an international image with models sporting SF clothing that speaks high fashion. Oodles of sex appeal in the campaigns have also been added to spruce up the whole look “,said SF Jeans brand head Ajay Ramachandran.
