Lucky Brand Jeans

Apr 2025

The Spring 2025 campaign for Lucky Brand leans into a rugged, nostalgic aesthetic, documenting an adventurous road trip through arid, sun-drenched landscapes. Captured by photographer Benjo Arwas, the imagery employs natural light and golden hour warmth to highlight the tactile textures of denim, leather, and knitwear. The compositions blend lifestyle storytelling with observational documentary techniques, featuring vintage automobiles and classic motorcycles as central motifs. The project features models Camille Opp, Erin Eliopulos, Lucas Ucedo, and Tehya Elam in candid, outdoor settings. The use of analogue film grain and occasional long exposure effects imbues the series with an atmospheric quality, prioritising a relaxed and authentic mood over traditional commercial staging. Across the various portraits and group shots, the styling highlights seasonal apparel through earthy tones and layered textures.

Editorial, Vertical, Warm, Golden Hour

Analogue / film, Natural light

High Street Fashion

Advertising Campaign