The cowboy, also called Denim, has been an essential element of the fashion world for decades. From pants to jackets, this type of fabric is a timeless classic that, far from being relegated as a trend, is being a great protagonist this year, beyond the controversial American Eagle campaign with Sydney Sweeney.

The firms are not only promoting their new garments, but are supported by the denim to resignify the tissue and connect with the new generations of consumers, which influenced by urban styles have made other materials and styles the basis of their costumes. At the same time, the cowboy is also exercising as a key to reaffirming in self -expression, creativity or innovation. This is demonstrated by the new communication strategies of some of the great brands of the industry.

Primark opens on television betting on the cowboy

So much so, that Primark has chosen the denim to star in its first television announcement in the United Kingdom. Released on September 1, the spot is part of the integrated campaign “In denim we can” (with the denim Podemos), with which the company presents its new collection of jeans for women in the face of the autumn/winter season.

Produced by Girl & Bear, the content creation study of the VCCP agency, the announcement up to ten new models of jeans to the 1979 version of “I Heard It Through the Grapevine” by The Slits. The piece puts the focus on the comfort and convenience of garments for day to day, as well as their affordability.

“‘In denim we can’ celebrates the power of denim without the high price and shows the work that Primark has done during the last 12 months to perfect the adjustment, sizes, styles and the general quality of its entire range”; Said the company in a statement.“The objective: demonstrate that the affordable cowboy does not compromise the quality or style”

From the company they ensure that the campaign does not only seek to publicize a new line of garments, but also involves the translation of the renewed Primark value proposal. They point out that in addition to improving garments, processes linked to durability and sustainability have also improved, and the presentation of the product in store.

The company’s intention is that consumers consider Primark as a solid option when buying their jeans. “Primark’s denim is already one of the favorites of millions of buyers in the United Kingdom, but we know that many consumers continue to spend more than necessary in jeans and that Primark is not the first option ”Matt Houston, Customer and Digital Attention Director of Primark has commented. “With this first totally integrated campaign and television advertisement, we seek to reach more people and remind them of the essence of Primark: show the quality, style and incredible price offered by our jeans”

Jeans and one Girl Band In the GAP campaign

The Denim is also the axis of the new GAP advertising campaign, which has sought to rejuvenate the timeless classic that the cowboy is, and also its own brand, by the hand of the new fashion musical group, the Katseye International Girl Band Band, characterized by its multiculturalism and its clear approach to the Z generation and the current globalized world. As GAP has pointed out in a statement, its six members transfer individuality, diversity and innovation, attributes that the brand links to its denim garments.

They do it through an advertising video clip that relies on the iconic song of the 2000 “Milkshake”, of Kelis, with the intention of paying tribute to the cowboy’s legacy while connecting with new generations through music, dance and self -expression. Moreover, the campaign gives prominence to styles that are again a trend, such as the bell cut or the low shot.
The “Better in Denim” campaign (Best in Denim) has been directed by Bethany Vargas, photographed by Bjorn Iooss, and has Robbie Blue choreography.

“GAP continues to build its legacy of connecting generations, highlighting global talent and celebrating self -expression through music, dance and denim”, Said Mark Breitbard, president and CEO of GAP, a few days ago when the campaign was launched.“Associate with Katseye was a natural decision; We share a bold, expressive and inclusive perspective. ‘Better in denim’ is the best expression of the current brand: fresh, relevant, original and undeniably GAP”

As part of the campaign and in order to reinforce its link with the musical band, GAP will launch a limited editing sweatshirt with the Katseye logo, designed in collaboration with the group. The garment, as explained by the brand, celebrates the cultural influence of the group and the continuous role of GAP in creation through style. Each sweatshirt has colors selected by artists to reflect their personal style and next album, “Beautiful Chaos”.

Levi’s connects tradition and modernity

After a last year marked by the collaboration with singer Beyoncé, Levi’s renews her advertising campaign with the country artist Shaboozey and chef and actor Matty Matheson. “Icons”, devised by the Levi’s marketing team itself and with icoclast production, is composed of three different pieces that celebrate the spirit of the Western reinforcing the brand in its US roots.

The campaign presents three of the brand’s icons: the original 501 pants, the Trucker Jacket jacket and the Western Shirt shirt. Thus, “The Jean” highlights the cowboy with the motto “stronger than most relationships. Since 1873”, moving the legendary durability that has turned the garment into a cultural pillar for more than 150 years.

For its part, “The Jacket” presents the Trucker Jacket with the motto “born to be remembered. Since 1967”, and highlights the iconic character of the garment, which has transcended from generation to generation.

Finally, “The Shirt” is committed to the dreamlike to present the Western shirt with the Claim “carrying the wild to the west. Since 1926”. In a piece of fantastic dyes the brand highlights the balance between resistance and style that defines the garment.

“Levi’s has always been much more than denim: it is the spirit of those who use it”, Said Kenny Mitchell, global marketing director of the brand.“Shaboozey brings a nonconformity that breaks with genres and Matty has that same creative and mischievous spirit. We wanted to imagine the world that they would create if they were allowed to act on their own, paying tribute to our history, even to the ads, in a way that Levi’s feel unmistakably”