Lou Doillon: face of J Brand SS17 campaign

J Brand unveiled his campaign SS17 featuring the French singer Lou Doillon, face of the brand for the second season.

The campaign shot in London was shot by the photographer Boo George and expresses beyond the jeans, the natural and sensual attitude of the woman who wears it. The denim is seen as a full-fledged piece of wardrobe.

And this season, denim is made lighter and is experimented with aerial fabrics, asymmetrical details, new discolorations and hues, each model possessing its own strong and well defined personality, bringing a new atmosphere to the collection.

The hems are defeated, redone, left toothed, cut obliquely, or torn on the heel, giving a more relaxed and relaxed attitude.

The total denim look also knows its rebirth, with shades of powdered pink creating a more delicate and modern alternative to the traditional indigo look.

Anaelle Coulon