Lucky Brand Jeans

Apr 2025

Lucky Brand’s Spring 2025 campaign leans into a nostalgic, road-trip-inspired aesthetic, capturing the essence of casual Americana. Photographed by Benjo Arwas, the imagery features models Camille Opp, Erin Eliopulos, Lucas Ucedo, and Tehya Elam navigating a sun-drenched, arid landscape. The project is defined by a consistent use of natural light and golden hour illumination, emphasizing the tactile qualities of denim, leather, and vintage textiles. Shot across expansive, dry terrain, the editorial series utilizes props like classic blue vehicles, vintage motorcycles, and weathered leather luggage to build a sense of authentic, adventurous travel. The visual language relies heavily on analogue film techniques, incorporating authentic grain and occasional lens flare to maintain a raw, documentary-style perspective on seasonal fashion.

Editorial, Vertical, Warm, Golden Hour

Analogue / film, Natural light

High Street Fashion

Advertising Campaign