Jordache revealed a digitally-driven global advertising campaign, marking the launch of its new premium denim collection. Carine Roitfeld, founder and editor-in-chief of CR Fashion Book and international fashion director of Harper’s Bazaar, styled the campaign, and collaborated with photographer Brianna Capozzi. Roitfeld’s creative production agency, founded along with her son Vladimir Restoin Roitfeld, CR Studio, produced the campaign which features actress Camila Morrone on location at the picturesque Wolffer Estate in the Hamptons.

For the creative, Roitfeld and Capozzi put a modern and humorous spin on the traditionally dramatic Spaghetti Western. The campaign features Morrone wearing core styles from the collection as she offers a tongue-in-cheek performance as a ranch hand. Stills and video capture her as a strong, sexy woman with a lighthearted attitude about life on a ranch.

“I’ve always admired the daringness and heritage of Jordache, a brand that has defied conventions since the 70s," said Roitfeld. "Even its logo, the horse, is a story all on its own. Being able to work with my friends Brianna and Cami on the campaign was such a treat — they have such great energy. We wanted to show that today’s modern woman can be sexy but still have a sense of humor, and what better than the wild west?”

“I was thrilled to work with the Jordache team, Carine and Camila on this campaign,” said Capozzi. “One of the things I love about Cami is that she’s full of energy and knows how to have fun. Carine and I wanted this campaign to feel fresh and alive while preserving the brand’s unique long-standing DNA — and we knew Cami could achieve that. It’s a modern Western!”

As Jordache turns 40, the brand is also re-thinking its communications approach, embracing a digital-first strategy and socially-powered mindset. The digital campaign will be amplified through high impact outdoor ads in several key markets throughout the holiday season. The new premium denim collection will be launch exclusively at Barneys and Barneys.com as well KITH, Browns, Hudson Bay Company, and select retailers worldwide.