CITY OF COMMERCE, Calif. — As the maturing premium denim industry moves to revive consumers’ interest amid competition from sectors like activewear, Hudson Jeans is moving from the branding formula that has worked in its favor for 12 years.
After three years of flaunting rock-and-fashion progeny Georgia May Jagger in ads, Hudson is vowing to exclude models from its creative campaign and stop the Photoshopping of images. Using “real, crafted and optimistic” as its new brand pillars to replace “sexy, mysterious and cool,” Hudson is embracing the democratic and authentic spirit enabled by social media, blogs and vlogs, in which anyone can do their own thing.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)