Buffalo Jeans is going back in time. For its fall ad campaign, that is.

The Montreal-based jeans firm took a Fifties approach to theater when styling its newest campaign, set to hit billboards in Manhattan’s Times Square and SoHo as well as in Los Angeles, Chicago and Miami. The ads will also be in fall issues of Nylon, Flaunt, Gotham and, for the Buffalo Jeans men’s line, FHM. Overall, the company will spend $5 million on the campaign.

“We wanted to portray an image where Buffalo is still all about denim but with a different twist and direction,” said Farah Dib, marketing and advertising director for the company. “As always, it’s sexy, fun and creative.”

Dib said in the past, the company didn’t tell a story with its ads, but decided to do so this time.

“There is more of a theme story, rather than just having a model in front of a camera,” she said.

The approach of the campaign is romantic. In each ad, a model is either fully clothed in a pair of cargo jeans paired with a sexy satin top, sprawled on a theater stage covered in rose petals or in the dressing room wearing nothing but a long chunky sweater.

The campaign was shot by photographers Leda and St. Jacques, a Montreal-based couple.

“They shoot together,” Dib said. “They are very funny. On the set they always exchange cameras and each one does four rolls.”

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