Denim is one of those elements of fashion that arrives to stay. Since its appearance in the nineteenth century, it quickly became popular thanks to its resistance and versatility.
Thus, before finishing the first half of the century, companies such as Levi’s Strauss began creating garments such as jeans, shirts and jackets with this material, which became a trend worldwide.
Today, More than 200 years from its arrival to the market, the fabric continues to establish itself as one of the favorites of the fashion world.
New Béyonce short film
For this reason Beyoncé presents Pool Hall, the second chapter of the Reiimagine campaigna collaboration he has done with the emblematic Californian house to celebrate the legacy of the textile firm and the transforming vision of the American artist.
In this new short film and graphic arts of the campaign, Queen Bey naturally exhibits an iconic Denim icok about Denim, highlighting her timeless versatility.
After the success of the first chapter, Launderette – which inspired the public to reimagine one of the classic announcements of 1985– Pool Hall offers a new interpretation of the memorable commercial of the famous 1991 mark of the same name.
For this chapter of the Reiimagine campaign, The Centenaria company collaborated with Grammy’s winning directorMelina Matsoukas, evolving this historical piece and highlighting the timelessness of her garments.
How was the campaign born?
The Pool Hall campaign, conceived in creative collaboration with TBWA \ chiat \ day la and produced by the revolution/prettybird, captures the interpreter of Texas Hold ‘Em Challenging expectations while facing Timothy Olyphant in an intense pool game.
A celebration to those essentials of the textile giant who continue to evolve, this new chapter is committed to bold interpretations and invites users to make the garments.
Within the chapter 2 graphics, outstanding pieces stand out, such as Ribcage Wide Leg, the Braided clothing and spade truckstylized with personalized details that reflect the spirit of individuality and reinvention that is in the heart of the initiative.
“There is no other garment in the wardrobe that evokes comfort, modern elegance, the classic American style and nostalgia as the denim does,” said the winner of 32 Grammy Awards.
“For the second chapter of our collaboration, we have fun even more reimagining the denim narrativethrough the look of an empowered woman who can be sexy and bold at the same time. We wanted to celebrate the duality of grace and power. ”
“The Vaquera firm has always built on its rich story in denim, reinterpreting it in new cultural moments and demonstrating that reinvention is part of its essence,” said Kenny Mitchell, global marketing director of the Californian company. “Pool Hall honors our legacy while breaking new schemesproviding fans the opportunity to customize their garments and express their unique style. ”
In addition, the digital platforms of the fashionable house will present additional content with global creators, encouraging viewers to leave their own mark on fashion. The followers and friends of the Centenaria house will also be invited to participate in experiences that will serve as a space to express their own reimagination of these classics.
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