VERSACE JEANS COUTURE LAUNCHES FALL WINTER DENIM CAMPAIGN
To celebrate its Fall-Winter 2022 Denim collection, Versace Jeans Couture is diving into the uncompromising and unlikely idols of underground music scene, past and present, spotlighting the outsiders who cultivate their unconventional style and identities through their love of music – those otherwise labelled as culture’s “anti-muses”.
Paying homage to these voices, the brand has collaborated with cult 1970s punk fanzine Bored Stiff to create a one-off, digital zine reissue, shot by photographer Max Vom Hofe and brought to life by Dazed Studio. Here – through a series of DIY-feel, zine-inspired stills – next-gen musicians Milkie (one-half of the UK electronic rock duo WARGASM) and Deijuvhs (London-based, genre-bending artist) model the collection as Versace Jeans Couture’s anti-muse cover stars.
Dressed in Versace Jeans Couture FW22 Denim collection and connecting two eras of counterculture, the pair pose beside scribbled and stamped-on graphics – each page injected with the rule-breaking energy of 70s punk. “For… who cares!” One page reads, inked in pen before an electric blue backdrop. Above, Deijuvhs is lensed standing in a baroque-stained shirt and matching jeans. Later in the zine, Milkie wears a purple, galactic print long-sleeve and sci-fi-inspired printed denim trousers and elsewhere, imagery reimagines the pages as mock-up gig flyers for both artists.