Jeans are fashion

New York City is the location chosen by Roy Roger’s for the new F/W 16/17 campaign with protagonists Russian model Vita Sidorkina and British model/chef Isaac Carew. The black and white images convey the value of denim in a sophisticated, metropolitan mood: “it is a campaign that expresses through minimalism the character of the person wearing the jeans” explained Guido Biondi, creative director of the Sevenbell Group. Photographer Philip Gay puts across the sophisticated soul of the collection in a series of shots in which the garment is the protagonist. The name Roy Roger's has always been associated with jeans. The current development of the brand includes an expansion of the offer, with a total look proposal for men, women and children in which the historical archive and contemporary trends cohabit perfectly.