Edward Cuming, revered for his innovative and playful approach to fashion, has proudly launched the first denim campaign for his brand’s CUM jeans. This collection is now available as part of the Fall/Winter 2023 lineup, bringing a fresh perspective to the quintessential denim.
Jules Moskovtchenko’s photography breathes life into this campaign, working in perfect harmony with Patricia Villirillo’s styling to capture the essence of timeless denim campaigns. But it’s all seen through Edward Cuming’s unique lens, which imbues the images with a playful and lighthearted spirit. This approach to fashion invites women to explore contemporary silhouettes that defy tradition, offering a new take on effortlessly cool denim that’s sure to make a statement.
Denim has always been a fundamental part of every woman’s wardrobe, and Edward Cuming ensures that it’s a central element of his collections. The CUM jeans line introduces three distinct blue denim styles, each with its own unique characteristics. There’s the circle window jeans, available in brown and blue aged denim, with frayed edge cut-outs for a touch of edgy flair. For those who prefer a bolder statement, the voluminous balloon fit brown aged jeans are the perfect choice, with their panelled construction and frayed back pocket adding an extra layer of style. Finally, the relaxed fit brown aged wide leg jean offers a casual yet chic option perfect for a variety of occasions. All three styles proudly bear the new signature CUM label in brown leather, a testament to the brand’s attention to detail and commitment to quality.
For those looking to make these jeans a part of their wardrobe, CUM jeans are available through the brand’s official website, edwardcuming.com, as well as select boutiques.
Hair: Matt Mulhall
Make-up: Elaine Lynskey
Production: Future Rep