Even with a changeover of owners, switching from the hands of VF Corp. to Delta Galil, the Los Angeles-based denim brand is forging ahead with the launch of a multifaceted marketing plan that melds film, social media and celebrity. Taking a yearlong approach to marketing to customers, Seven worked with Kids Creative to produce what it dubbed a digital narrative with the aim of appealing to Millennials. Accompanied by a de rigueur hashtag, #baireverywhere, the 30-second commercial and video series highlight Saldana in scenarios shot in a studio and on location in Atlanta by Nathaniel Goldberg. Styled by Karen Kaiser, Saldana shows how she lives in her jeans and talks about how she feels in her genes.
“Rather than simply capture a beautiful celebrity in jeans, we have aimed to capture the personality and adventures of a beautiful woman in her jeans in order for fans to personally connect with each of her stories,” said Barry Miguel, Seven’s president.
Saldana is the latest famous face to represent Seven. Past initiatives for the 16-year-old company’s main line have featured Carolyn Murphy, Lindsey Wixson and Miranda Kerr.
Combining the words “bare” and “air” and retailing for between $169 and $179, the subbrand is Seven’s approach to offering an alternative to ubiquitous leggings from the encroaching activewear sector. Saks Fifth Avenue and Nordstrom are some of the retailers that have ordered Bair Denim, which launches at retail this month.
The timing couldn’t have been better for Saldana. After giving birth to twin boys in November 2014 and working hard to return to her dance-toned body, the 38-year-old actress is now making the press rounds to promote her July 22 appearance on the big screen as hyper-intelligent alien linguist Uhura in “Star Trek Beyond.”
“I’m a denim girl through and through,” Saldana said. “What I love most about this new collection, Bair Denim, is that [the jeans] like a glove. As soon as you slip into them, they blend into your body and you can’t help but feel sexy.”