The First Roy Roger's Band Plug In And Dial Up To 11 With The Full Service - A New Fall Winter 18 Campaign for Italian Denim Brand

  • Beverley Luckings
  • Francesca Tittarelli
  • Marco Turcich
  • Conor Clarke
  • Jack Chamberlain
Remember the first album you bought? The first gig you went to? This campaign riffs on those formative years, putting denim centre stage and blasting you with the effortlessly cool.

Photographer of the project and founder of The Full Service, Rankin says: “Everyone remembers going into the record shop or the stadium to listen to their favourite artist. Like an old pair of jeans, those memories stay with you. They define you. I wanted to breathe life into the denim and create visual scenes that people relate to. It’s one thing looking cool and playing a Fender Strat, but if you’re wearing Roy Roger’s doing it, you’re on top of the f*cking world.”
To shoot the band of rockers, dressed in denim to die for, Rankin’s photography takes on the old school, vintage tones of the 90s. The result is a stills campaign with a rebellious edge and a fitting round two for The Full Service meets Roy Roger’s collaboration.

Roy Rogers says: “We started this idea of ‘first experiences’ in our last campaign with The Full Service. There’s a unique excitement surrounding those moments. Music plays such an important part in people’s lives. It’s universal, transcending language - like fashion. So we wanted that connection running through the denim.”

As the original Italian denim brand, it’s safe to say that Roy Roger’s have some experience in their back pocket and know what they’re talking about. Released on 19th of June, watch out for this slice of rock ‘n’ roll cool, laying down what it feels like to wear those jeans and look that good.

Rankin and The Full Service reunite with Italian denim legends Roy Roger’s to present the first Roy Roger’s band in a music inspired AW18 campaign.
Campaign Credits: Photographer - Rankin Global Executive Producer: Nicola Kenney Producer: Jordan Rossi Art Department: Marco Turcich Stylist: Kim Howells Makeup Artist: Marco Antonio Hair Stylist: Nick Irwin Manicurist: Ami Streets Talent: Kelsey @ Established Sid @ Models One Betty @ IMG




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