The story of the day after in EYTYS jeans

Denim is one of the fabrics that can define the aesthetic visual language of a fashion brand originally. This is exactly what EYTYS has been doing since 2017 when it launched the Benz five-pocket model. Taking inspiration from every day, EYTYS staged the campaign for its new denim collection in the apartment of model Alizée Gamberini, photographed by Jacqueline Landvik.

The inspirational pattern draws directly from the 1990s, and its relaxed fit with embroidery on the back pocket is available in a variety of washes: laser-ripped surface, light blue with smog overlay, stonewashed, as well as classic dark blue and gray denim. Breaking away from the skinny fit diktat and «watching the 1993 film Mi Vida Loca, I realized what was the look I was after», Max Schiller, artistic director of EYTYS, told us. The Benz, which first came to market in 2017, «was the only baggy jean silhouette on the market when it arrived and needed a lot of convincing. Now it’s an icon in the making and I look forward to working with it for years to come, constantly tweaking it to perfection. I’m very excited about the new Crude wash, it’s a soft raw denim with a light rinse and subtle vintage look, I think it sets the tone to bring Benz to the future» Max concluded. The campaign, on the other hand, was curated by Landvik paired with stylist Martina Almquist, imagining (re)creating the perfect moment to wear EYTYS jeans. The storyboard evokes the feeling of waking up the next day skin-to-skin with your lover: on your girlfriend, boyfriend, or best friend, the fit of all EYTYS jeans is conceived as an extraordinary second skin.