by Stephen Garner

In honor of its 20th anniversary, 7 For All Mankind is launching creative director Simon Spurr’s first full collection for the brand and unveiling a global spring campaign titled “Remember Your First.”

The campaign stars Carolyn Murphy, who embodies the iconic feel of the early 2000s and was one of the first supermodels featured in the brand’s early campaigns. Cato Van Ee, Arthur Gosse, Anais Mali and a curated cast of brand ambassadors will join Murphy, sharing stories about their first pairs of 7s. As the brand celebrates its history and heritage, the campaign will highlight why wearers fell in love with 7s in the first place, aiming to introduce and elicit the same emotional connection with a new generation.

Spurr, a highly accomplished British designer with more than 20 years of design and brand experience, has garnered critical acclaim for his namesake brand and is now leveraging his expertise in tailoring and ready-to-wear to expand the 7 For All Mankind collection’s breadth. “Denim will always be at the brand’s core, but with the spring ’20 collection, we are entering a new era,” he said. “Our goal is to continue breaking down the barriers between ready-to-wear and denim through innovation.”

The spring collection is centered on the brand’s signature denim, with its most coveted styles and fits updated for the season in a range of light to medium washes, crisp whites, and neutral colorways. Spurr built upon this offering with distinct ready-to-wear collections for men and women at contemporary price points. Beautifully constructed suiting, elevated outerwear, and feminine dresses and blouses capture a refined, cool aesthetic that complements the denim to create the ultimate wardrobe.

“Twenty years ago, 7 For All Mankind created a new way of dressing, one that made denim appropriate for any occasion—work, play, evenings out,” said Suzanne Silverstein, president of 7 For All Mankind. “In 2020, we celebrate that heritage by reissuing the jean that we launched with, made modern with sustainable fabric and recycled hardware details, and with an advertising campaign that is nostalgic yet forward-looking.”

7 For All Mankind launched by reimagining denim as a sophisticated choice appropriate for virtually any time, place and occasion. Its introduction of luxe fabrics, polished silhouettes, and iconic stitchwork elevated the genre, marking a distinct moment in fashion history that has been carried through to 7’s design process today.