…literally. And if you think you can’t use humour effectively in fashion advertising, 180 Amsterdam’s campaign will blow your mind.

Replay has launched a range of stretchy jeans called Hyperskin. This foray into active wear is new venture for the fashion label. For any fashion label.

Jeans you can work out in is all new. In fact, it “disproves the fundamental rule of the universe: you can’t work out in denim.”

So 180 Amsterdam tells women that these new jeans will “blow your mind” with a visual metaphor…

…and with a “little” help from the yoga feats that supermodel, Irina Shayk, is able to achieve.

The max impact TVC was directed by director duo, Tell No One, and produced by Good Egg, London.

Replay’s chief executive officer, Matteo Sinigaglia, commented: “We’re hyper proud to be introducing the new Hyperskin. Wellness is no longer a trend; it’s the perfect balance between body, soul and the environment: it’s a philosophy and a lifestyle. Replay took this as an inspiration to merge it with its denim DNA and created Hyperskin: a revolutionary product able to combine performance, lightweight and 100% natural fibers.”

Creative credits:

Agency: 180 Amsterdam

President and chief creative officer: Al Moseley

Managing director: Stephen Corlett

Executive creative directors: Dan Treichel & Dave Canning

Creative directors: Martin Beswick & Stephane Lecoq

Graphic designer: Kate Shearer

Photographer: George Harvey, London

Retouching: Jan Willem Dijkstra @ Left Hand Retouch

Production Company: Good Egg, London

Director: Tell No One

DoP: Ben Fordesman

Producer: Malachy McAnenny

Executive producer: Julia Reed

Post Production: MPC, London

Sound: Randall MacDonald @ Wave Studios

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