Topman’s eagerly anticipated new denim range is launching online on 4th October and we can’t wait! In the meantime, the brand has collaborated with the up-and-coming young film director Laurence Ellis to create three short films showcasing the new denim range.
Gordon Richardson, the Design Director, had this to say:
‘Topman has been at the forefront of pioneering Menswear designer collaborations now for the past eight years whilst quietly producing confident exciting ‘in-house’ designed product. In a circumspect move it felt right to acknowledge this and focus on one such area whose design integrity and innovativeness we are increasingly proud – Denim – the very backbone of Topman and one with a very loyal Topman customer base. With the advent of increasingly exciting designs and shapes for this forthcoming A/ W we chose to commission a film by Laurence Ellis who’s answer to the brief has been to direct three intimate interweaving films with an elegiac pace and subtle intimacy that simultaneously manages to capture both the spirit and world that is Topman.’
The short films will be available to watch on the Topman website in addition to behind the scenes footage, interviews with the characters and Laurence Ellis and most importantly it will enable the viewer to browse the denim collection. As previously mentioned, the Topman has set up their very own Denim Room to guide the viewer through the different styles and fits, including Carrot, Skinny and Arc.
Kelly Reed the PR Manager for Topman explained their decision to use film for showcasing their new denim range:
‘We wanted to do something creatively different – a move away from the traditional stills format. We wanted to make real films shot on Super 16 – rather than fashion videos. having previously worked with Laurence we knew that he would treat the brief with the sensitivity and creativity that we were hoping for.’
So keep an eye on the Topman website for the latest news on their new denim collection and below are some first-look images taken from the film shoot: