Star photographer Andreas Ortner talks about working together with Loveday Jeans for the Fall / Winter 2014 collection campaign shoot.

The premium denim label LOVEDAY JEANS, named after the creative director and supermodel Papis Loveday, was created in 2012.
Papis Loveday says: “It is still difficult to find a high-quality pair of jeans with innovative design and production details and which sits perfectly. Well, here we are! It was a great challenge to combine my high standards of fashion with a basic wardrobe essential. Seeing – feeling – trying on. I promise: They will become your very favourite jeans! You will love your Lovedays!”
The new brand represents progressive looks, a modern, urban attitude and a carefree lifestyle. The label links these characteristics with the standards of the name-giver and high-end Italian manufacture. Thus, traditional tailoring is united with innovative denim, new shapes and creative details. Both the women’s and men’s collections make a stylish and confident impression and are aimed at men and women who value individuality.
LOVEDAY JEANS embodies a new interpretation of modern luxury. The result is a very unique kind of elegance, “Made in Italy”. The use of refined materials combined with original and traditional details make each pair of LOVEDAYs a “must-have piece”.

Social engagement is also important to the brand LOVEDAY JEANS. An official partnership with the “UNESCO foundation – for children in need” has been established, meaning that each buyer of a pair of LOVEDAYs automatically donates to the renowned international aid agency. Primarily educational projects in Papis Loveday’s homeland Senegal are supported by these means.

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