Belfast Telegraph

James Franco: Jeans campaign merges eras

James Franco's mission for his latest Seven For All Mankind campaign was to merge "old and new Hollywood".

The actor is directing the jeans brand's new ads after been given creative reign of the multimedia spring campaign last year.

James wants the new shots to reflect the long-lasting appeal of the label's pieces.

"The whole aesthetic approach of the campaign is based on the eternal hipness of the clothes," he told Style.com. "We can do a meditation on old and new Hollywood at the same time because of the way the clothes fit into all eras."

James has cleverly merged both eras into the campaign in a number of ways. Old Hollywood is represented by classic landmarks including Hollywood Cemetery and Sunset Boulevard, while the cast - including Lily Donaldson - reflects the newer elements of the ads.

The campaign's inspiration is Italian Hollywood icon Rudolph Valentino and James has explained why.

"He was the great sex symbol of the silent film era, so much so that some journalists wrote pieces about the general decline of masculinity and blamed Valentino's suave effeminacy as the main cause," he revealed. "But now, almost a hundred years later, we can champion the ambiguity of Valentino."

The campaign debuts exclusively on Style.com. The accompanying web video series which were also shot by James will be available to watch on the brand's YouTube channel tomorrow.

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