Dear Lois Lover,

Lois shows that it doesn’t act like everybody, but still is for everybody. The brand touched millions of hearts since 1962. We had an in influence on fashion, by making jeans fashionable, sexy and iconic instead of just a tough workwear product.

This is exactly how I feel about the supermodels Helena Christensen and Elle McPherson, who Kat Irlin shot for this project. They were one of the first and real supermodels and changed the industry with their iconic and eternal beauty.

Lois is for everybody, for any age, race, size, gender or religion and we are determined to bring back Lois to as many peoples hearts as possible. Seeing the magical pictures, that my dear friend Kat Irlin shot of these iconic ladies, shows that their beauty is eternal. No one could capture their personalities better than Kat did.

Even though we have never really met, I feel a stronger connection with Kat and the models than I ever did during a shoot, because our intentions are all pure and passionate. I can’t wait to reveal our third model to you soon.

The images with Helena are shot in her home in New York and the shoot with Elle were shot at the Faena hotel in Miami. All clothes were handpicked and specially curated by the models themselves.

As an ode to the ladies, Lois created an exhibition from the images in their Galeria in Amsterdam starting December 5th.

Lots of Love,

Arthur van Rongen

Creative Director