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.

replay2
replay3
replay4

Credits:
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

More from CR

Taylor Wessing Photographic Portrait Prize 2015

David Stewart has won this year’s Taylor Wessing Portrait Prize by restaging his 2008 entry, a portrait of his daughter and her friends. Here are some of our other favourite works from this year’s prize…

Frank Budgen: A Tribute

Frank Budgen, who has died aged 61, was quite possibly the greatest commercials director the UK has ever produced

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency