This morning Dr. Martens, Scott Schuman, and Garance Doré hosted a brunch (read: AM cocktail party) to celebrate Dr. Martens new First and Forever campaign at the Morrison Hotel Gallery in SoHo. Journalists socialized amidst the Neil Young photos and were encouraged to share stories of firsts – first kiss, first love, first pair of Doc Martens, the first time you felt really embarrassed for someone else who was sharing a pee story on video. (Bodily fluids was a hot topic. Champagne in the morning really gets fashion people talking!)
But even the amazingly embarrassing stories couldn’t get in the way of the stellar marketing campaign by Dr. Martens. Let’s be honest, everyone remembers their first pair of Dr. Martens – it’s like a rite of passage. But Dr. Marten’s wants to break away from being a beloved memory and become something to be loved forever. Not hard when you have an classic product fronted by Agyness Deyn and Ash Stymest.
The new campaign features Aggy and Ash styled by Way Perry in some amazing James Dean look-a-like outfits (Aggy loves her some James Dean), posing in vintage cars and arcades. Photographed by Gavin Watson, who’s famous for his photos of British subcultures, the ads will make you want to put on your Docs and rock out to some Neil Young. (Really, there are a lot of Neil Young photos at Morrison Hotel Gallery.)
Check out the campaign to get some serious fall inspiration. We predict white socks and Docs to be the next big trend, don’t you agree?
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