Hudson Jeans has a strict new policy: No more unnecessary Photoshop. Last fall, CEO and Founder Peter Kim decided to make a stand by re-launching Hudson, aiming to disrupt the denim market by pledging to use real people with compelling stories in future ad campaigns.
"I was watching a documentary called MissRepresentation and found myself mad at the world for how out of control this issue had gotten," Kim told MarieClaire.com. "I have two young girls of my own, and I thought about how this over-Photoshopped world was affecting them. Images that pump us full of self-hate and insecurity, and then capitalize on it. Then I realized that we too were participating in this,and could at least affect change through our own company."
Hudson's newest ad (shown exclusively here) is Kim's first example of a reimagined denim advertisement. Featuring Madeline Harmon—a vintage denim collector who wears it almost every day—and shot by Arto Saari, a photographer who also happens to be a professional skater, the ad is a big leap from what we normally see when it comes to jeans. There are no half-naked models with perfect behinds, no glimpses of what is typically depicted as the "ideal" body. It's just Madeline, looking pretty damn ecstatic.
You should also check out:
This Badass Designer Only Shows Clothes on Plus-Size Models of Color
12 Fashion Campaigns We Want to Live In
Colbie Caillat Takes a Stand Against Photoshop in New Music Video
Stay In The Know
Marie Claire email subscribers get intel on fashion and beauty trends, hot-off-the-press celebrity news, and more. Sign up here.
-
Kelly Clarkson Claims Her Ex-Husband Owes Her Even More Money After He Allegedly "Violated Labor Laws" as Her Manager
The "Stronger" star was already awarded $2.6 million in a previous lawsuit.
By Danielle Campoamor Published
-
Robert Downey Jr. Discusses the Highs and Lows of His Career After Oscar Win
"I think if you develop a moral psychology, things are a lot easier."
By Danielle Campoamor Published
-
Anne Hathaway Steals the Show at SXSW Movie Premiere in a Sparkling Mini Dress
The 'Les Míserables' star's red carpet look featured geometric highlights.
By Danielle Campoamor Published
-
Meet the Designers Keeping the Art of Craftsmanship Alive
In today's murky fashion landscape of discourse and 'cores, to be a revolutionary is to tune out the chatter and focus on your design. Here, a vanguard group of designers who prioritize their skills above all else.
By Emma Childs Published
-
Exclusive: Rothy’s Designs Its First Wedge Sandal
The footwear brand just released its first wedge sandal.
By Lauren Tappan Published
-
Sherri McMullen Is the Oakland Boutique Owner Redefining Retail
From mentoring emerging brands to spotting the next big designer, we chat with the entrepreneur about everything from TikTok trends to the current state of the industry.
By Emma Childs Published
-
Colorful Cowboys and Celebs Galore: Pharrell William's Latest for Louis Vuitton Men's
A special shoutout goes to Williams' revamped Speedy bags.
By India Roby Published
-
This Under-the-Radar Jacket on Amazon Is My Newest Winter Obsession
And, no, it's not the "Amazon coat."
By Jaimie Potters Published
-
The Best Black T-Shirts to Buy In Bulk
Done right, the black tee is the most versatile item in your wardrobe.
By Taylor Ayers Published
-
30 Cozy and Covetable Blanket Scarves to Wrap Up In
It’s as cozy as can be.
By Sara Holzman Published
-
11 Graphic T-Shirts From Amazon You'd Actually Wear
Cheeky, not cheesy.
By Marina Liao Published