"Where Life Takes You", is the theme for the new Meltin'Pot FW ’12 campaign. It’s a celebration of life, a walk on the wild side, taking its inspiration from the brand’s deepest roots!
The four main characters meet by chance in an old, bohemian, abandoned site which is inhabited by unusual items from past eras, suspended in time and ready to recount their historical tales. Alongside them, sit pieces from the Meltin'Pot collection, garments that appear to have traveled through time, with their unique force and identities, design forms and details, giving new life to the spaces around them.
The background setting gives a nostalgic flavor, that brings alive the energy and determination of the young protagonists that transmit the energy of the brand, as iconic as its jeans – ICONS presents the heart and soul of the collection: an authentic product, a symbol of "modern vintage" in a contemporary urban scene.
The focus of the images are centered on the product, revealing the details of the fits, treatments, washes, key elements that are highly visible in this contemporary ICONS collection. As the name expresses, ICONS is born from the mix of tradition and cutting edge technology, history and freedom, resulting in a collection that is a mix of total innovative and surprises with comfort being at the helm.
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