Seven Jeans Buys Ads, Art

It's almost time for Art Basel, the art festival where champagne replaces kerosene as the fuel of choice - next to Diet Coke and cocaine, of course. T
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It's almost time for Art Basel, the art festival where champagne replaces kerosene as the fuel of choice - next to Diet Coke and cocaine, of course. T
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It's almost time for Art Basel, the art festival where champagne replaces kerosene as the fuel of choice - next to Diet Coke and cocaine, of course. The art fair claims to be "the most important art show on the American continent" but many in the actual art world have started sighing because of its relentless flashbulbs and commercial sponsors that turn exhibits into merely exhibitionism. In other words, it's become a fashion destination. While Prada often holds exclusive parties in its Miami boutique during the week, the latest label to announce their Art Basel endeavors is Seven for All Mankind. The suburban jean label hasn't had much luck reinventing themselves with Carolyn Murphy - though she does look great in their ads - so they're trying a new recipe: Get up-and-coming artists to make denim "art" for a party, then get support from major fashion players by buying new "art" ads in Vogue, W, and Vanity Fair. Mix well on December 5th. It's not as much fun as making your own mojitos, but it's a neat excuse to put paint in your hair as part of your "Look."