Meltin 'Pot Film Meltin'Pot Spring Summer 2013 campaign: Where Life Takes You by Staat Creative Agency

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Meltin'Pot Spring Summer 2013 campaign: Where Life Takes You

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Industry Apparel, Clothing & Footwear
Media Film
Market Netherlands
Agency Staat Creative Agency
Photographer Dennis Duijnhouwer
Released February 2013

Credits & Description

The new campaign has been shot by Dutch, Amsterdam based, Dennis
Duijnhouwer, an analog photographer and also a lover of fake plants,
amateur graffiti and Captain Beefheart and his life itself reads like a
photographic diary.
The new campaign shot in Italy, emulates the themes of the new collection
and is colourful, summer free, raw, dynamic and gives an air of freedom
which brings alive the brand’s tagline of “Where Life Takes You”
via Duijnhouwer’s laid back imagery and accompanying one minute film
cut. These also portray both the energy of the brand and those “real”
people that wear it and life’s multitude of experiences, that we all live
and breathe on a day to day basis, minute to minute and day by night.
One of the principal sources of inspiration for SS’13 is - “A Game of
Colour” and the subtraction and additions of this. Colour continues to
be one of the principal protagonists of this new collection, from pastel
colour tones through to salmons, yellows and green hues, with super
feminine pieces featuring in graduating shades, across a range and
choice of fits and with the new season’s regular fit being “the Crop” fit.
“Authenticity and the “Real Thing” from the core of the denim heart,
AKA “Denim Workwear” is another of the prominent themes that features,
with vintage originals, washes, fits and details and are an integral
part of the collection and like no other season. The presentation of
Meltin’Pot’s unique purple indigo denim highlights this seasonal trend
and is just one of the season’s MUST HAVE items from this collection of
modern vintage pieces.
The third influential trend running though the collection is that of Rock’n
Roll, which has forever been synonymous with denim. This season presents
a new colour reinterpretation of this timeless style influence and
features shades of grey denim and used effects, whilst block colours
rein supreme in the “Glam” pastel selection, giving a metallic – look.
So feel the summer breeze this season ahead and let your life and freeness
take you where it will.
Meltin’Pot- Where Life Takes you
Photographer: Dennis Duijnhouwer
Photographic Assistant: Ryan Cookson
Concept, Creative Direction, Production: …,Staat creative Agency
Filmmaker: Gabriele Surdo
Styling: Marika Granieri
Models: Charlotte Ley, Cynthia Mutch, Samuel Thomson, Giulio Lotti J
Music SoundTrack: “The way my hearts beats” by Good Shoes