Remember your first pair of Dr. Martens? The iconic British footwear firm is betting that first pair conjures up good memories. In its fall-winter ad campaign, the company selected Agyness Deyn and Ash Stymest as the new faces of its “First and Forever” campaign, shot by Gavin Watson, known for his British youth and subculture photography. Through imagery and film, the ads take the viewer on a spontaneous journey of “first” moments and experiences set against British landscapes.

Ads break in September and will run in such magazines as Teen Vogue, V, The New York Times T Style Magazine, Essential Homme and Rolling Stone. Social media will also be an integral part of the campaign, with Pitchfork, Rolling Stone, and The Sartorialist as digital partners.

This story first appeared in the August 9, 2011 issue of WWD. Subscribe Today.

Dr. Martens also plans to run content on its own social media channels. Users will be invited to share their personal “first” experiences from their first pair of Dr. Martens to their first crush, first love and first gig. The company declined to reveal the ad budget.

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