Love & Connectivity

7 For All Mankind has once again teamed up with James Franco to imagine and create another multimedia campaign that encompasses the denim brand’s Californian spirit and denim DNA.

Their FW13 campaign is inspired by one of the most iconic plays of all time, William Shakespeare’s “Romeo and Juliet,” and explores key themes of divided loyalties, fate and chance, and the ultimate price paid for passion. The concept of LOVE & CONNECTIVITY has stood as a key theme for the brand in past seasons and no doubt emerges itself throughout the FW13 campaign as well. Yet this season, 7 For All Mankind will not only explore how these connections are built, but how they are broken as well.

James Franco will curate an interpretive artistic expression of the modern-day Romeo and Juliet as demonstrated through an art installation. The FW13 campaign officially launches in September 2013 during New York Fashion Week with the premiere of Franco’s traveling art exhibition during an event in New York City. The exhibition will then debut at select galleries in cities around the globe.

Franco captured several of the play’s most celebrated scenes through still photography, which he then used to create two components: the first will be a series of 10 -15 large format pieces of art, and the second will be a sequence of 5-7 stop-motion films.

“The great thing about doing this 7 For All Mankind campaign was that it involved all these aspects of film-making, this world that I knew from my other job,” says Franco. “But there was a new kind of freedom because we were making these films for a different purpose, not to put into big movie theaters and sell tickets. There was a new freedom to more art-based films so we could break a lot of rules. I felt this great sense of creative freedom. “