Rock'n'roll meets hedonism in the Wrangler ICONS FW19 campaign

A waiter knocks on the door of a hotel room and is dragged into the afterparty of a band, between rock'n'roll, hedonism and fun. This is the concept behind Wrangler's new advertising campaign, the best way to tell the story of the ICONS FW19 collection inspired by the legendary musicians who have worn the brand's items over the years: from Rihanna to Mick Jagger, from Blondie to Bob Marley.

Wrangler, to pay homage to the style of these unique artists, has chosen to rework some of its cult models such as the 124MJ jacket; the 27MW western shirt, created for cowboys but also worn by rock stars; Sherpa, the jacket with fleece details, which was first introduced in the '60s. The proposal is completed by the authentic 11MWZ, the company's first jeans, characterized by the original slim fit cowboy cut now also created for women. Evolution of the first ICONS capsule, the 2019 version is enriched with black denim and the introduction of INDIGOOD. This new technique takes Wrangler into the world of sustainable denim thanks to a foam dyeing process that uses 100% less water and 60% less energy. The U.S. brand becomes more eco-friendly, but remains the icon we have learned to love.