Edward Cuming is proud to reveal the brand’s inaugural denim campaign for CUM jeans, now available as part of the AW23 offering. Shot by Jules Moskovtchenko and styled by Patricia Villirillo, the images echo the spirit of timeless denim campaigns viewed through the playful and light-hearted Edward Cuming lens, showcasing a contemporary cast of models in tradition defying silhouettes and atypical cuts proposing a new take on effortlessly cool denim.

Not just a key staple of anyone’s wardrobe but a key component of each Edward Cuming collection, CUM jeans includes three different blue denim styles: The circle window jeans in brown and blue aged denim with frayed edge cut-outs, a voluminous balloon fit brown aged jeans with panelled construction and frayed back pocket, as well as a relaxed fit brown aged wide legged jean – all with the new signature CUM label in brown leather. 

CUM jeans are now available via edwardcuming.com, SSENSE, Departamento, H Lorenzo, Voo Store, SVRN, and in-store at The Broken Arm, Machine-A, ESSX, Macondo, Viola Lovely & Le Monde de SHC, among others.

brand @edward.cuming
photography @jules.jpeg
styling & consulting @patriciavillirillo
casting @peoplefile
hair @mattmulhall
make-up @elainelynskey
production @future_rep
photo assistant @2025laq
make-up assistant @fernandapazmua

talent
@cosimavonmoreau
@jamie__denis
@notsojazzy_
@joshuwacornwell