ITALY – Italian fashion denim Replay has launched a global campaign for Hyperskin – a new line of flexible jeans for the growing market of ‘Athleisure.”
Replay tasked 180 Amsterdam for the campaign, which comprises an online film, plus print and in-store executions starring Irina Shayk. In the online spot, Shayk literally blew the minds of her gym goers by showing off the flexibility and durability of Hyperskin denim in a series of ambitious yoga moves.
The TVC was directed by director duo ‘Tell No One’ and produced by Good Egg, London.
Matteo Sinigaglia, REPLAY CEO, commented: “We’re proud to be introducing the new Hyperskin Wellness is no longer a trend; it’s the perfect balance between body, soul, and the environment: it’s a philosophy and a lifestyle. REPLAY took this as an inspiration to merge it with its denim DNA and created Hyperskin: a revolutionary product able to combine performance, lightweight and 100% natural fibers.”
The Hyperskin range will be available, in stores and online, from late October 2015.
