Supermodel Irina Shayk works out in jeans: minds get blown

Denim brand Replay has created an enjoyably silly ad for its new Hyperskin jeans, which features model Irina Shayk breaking one of the “fundamental rules of the universe”, by working out in jeans…

It’s always something of a relief when fashion brands get funny, and this ad is a delightful send up of both fashion and yoga obsessives, while also being a perfect product demo… nicely done.


Agency: 180 Amsterdam
President, Chief creative officer: Al Moseley
Executive creative directors: Dan Treichel, Dave Canning
Creative directors: Martin Beswick, Stephane Lecoq
Graphic designer: Kate Shearer
Director: Tell No One
Production company: Good Egg

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