By  on July 19, 2007

Seven For All Mankind is polishing its image and going all out for fall with its first print advertising campaign.

The Los Angeles premium denim brand in October will unveil new ads shot by Patrick Demarchelier and featuring models Carolyn Murphy and Tyson Ballou. The images will spotlight pieces from the brand's fall denim collection and the company's expansion into footwear and handbags.

Seven For All Mankind said the campaign reflected the "powerful sophistication and American glamour" inherent in the new collection. It will also be in keeping with the design aesthetic of the firm's first freestanding store, slated to open in November at Robertson Boulevard and Alden Street in Los Angeles.

"The design will be very sleek, modern and sophisticated," Aaron Battista, vice president of retail, said of the store in an interview with WWD in April. "We are really looking to capture that luxury customer experience and we are presenting a denim brand that has developed into a true sportswear lifestyle. I think many people will be surprised with the end result."

Demarchelier has sought to convey that same luxury sentiment in the campaign, and in the process has moved to position the brand as a dominant premium player. Demarchelier and Seven took advantage of the penthouse at the Roosevelt Hotel in Hollywood and Los Angeles' Stahl House to shoot Murphy in such a way that she seems almost to tower over the Los Angeles skyline.

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