ESPRIT Casted Real New Yorkers To Debut Its New Denim Campaign

Modelled by New York’s creative class, the heritage label’s latest collection takes the brand back to its roots

For ESPRIT, New York is defined by its people: their stories, their daily lives, and their cool, nonchalant sensibility. That’s why the label called in New York-based creatives to model their 2023 denim collection, each character having earned their place in the city—and the campaign—through tenacity and grit.

The choice to cast “real” New Yorkers is reminiscent of the brand’s 1985 “ESPRIT People” campaign, lensed by Oliviero Toscani. At the time, ESPRIT was the first major fashion label to cast everyday people.

Emeka Obi, cast member, creative, and Native New Yorker, said: “I have learned that rules don’t break, they bend. The better understanding I had of the rules, societal and institutional, the more I knew which were worth bending and how they could bend in my favor.” In that sense, Obi not only reflects ESPRIT’s brand ethos, “Rules Don’t Apply,” but denim’s adaptable nature.

The collection continues ESPRIT’s sustainability efforts, using up to 90% recycled water and 20% recycled cotton. WIth new fabric innovations and washes, ESPRIT’s fit is defined by merging elasticity with weight, elevating the classic staple for a modern wearer. The collection offers 11 styles for women and 8 for men.

The collection is now available on ESPRIT.us and in global ESPRIT retail locations.