DENIM AS THE FOUNDATION:
A STORY OF AUTHENTICITY
A portrait of individuality and instinct—where denim becomes the foundation of the wardrobe and the uniform of real life. The campaign captures a raw, intimate energy that feels inherently connected to both the brand and the neighborhood it calls home.
Sexy, downtown New York, seventies energy—the spirit of Tribeca runs through the latest campaign celebrating denim as the foundation of the wardrobe. Photographed by the incomparable Inez & Vinoodh, it felt instinctive to center Lou Doillon, daughter of Jane Birkin, alongside her partner, Stéphane Manel. Lou is inherently connected to this world, both culturally and emotionally, and capturing her with Stéphane made the story personal, authentic, and real.
The campaign was shot in an empty Tribeca loft overlooking the flagship store at 188 Duane Street, the dream of any downtown resident. A mattress with crisp white sheets sat at the center, a minimalism that symbolized what mattered most: simplicity, essence, no distractions. It was a space where two creative individuals could live in and carry the brand, embodying its spirit of free, artistic, grounded living. “Having two creative individuals live in and carry the brand felt like the truest representation of its spirit,” Nili notes.
For Lou, denim is more than a fabric—it is a lineage. “I come from a family that was obsessed with denim,” she says. Growing up in the late ’80s, it was the family uniform: white T-shirts, blue jeans, and Converses. As a child, she rebelled against it, but by her thirties, jeans became a daily essential. “I try not to pair them with a white T-shirt, as it just really screams family genetics,” she laughs. Yet she cannot deny the power of the look: effortless, genderless, and ageless. Her mother, Jane Birkin, wore it on stage and off, perfectly merging private life with public persona.
The collaboration felt natural. Lou recalls, “I was spending time in an arts festival in Istanbul with Inez & Vinoodh… and a couple of weeks later, I got a note saying, ‘There’s this brand I know that you know of: Nili Lotan.’ Nili is a wonderful person, which I could completely trust. She said she would love to do a campaign—with me and Stéphane, which has never happened. And I’m glad it would happen only with Inez & Vinoodh, as I fully trusted them.”
For both Lou and Nili, denim carries personality and attitude. “Denim has always been more than a piece in a wardrobe,” Nili says. “It carries its own personality, its own attitude. When you choose a specific denim, it will communicate your attitude: ease, confidence, cool, and a quiet sense of rebellion. Each one of our styles is intentional. Each serves a purpose. Our denim is designed to live with you—to be worn, worked, softened over time. It’s about building a wardrobe around something honest, enduring, and deeply personal.”
Denim, with its Franco-American roots—coming from Nîmes in France and thriving as the workwear of America—resonates across generations and cultures. Lou reflects, “I love the fact that everything, especially in image, is about paying homage and being influenced and living with it and through it… I was very happy when I got into Nili’s pair of jeans, because they’re extremely well cut—the length, the colors, and the thickness are divine.”
Shot in the heart of Tribeca, across from the store where Nili Lotan began, the campaign is a portrait of authenticity, love, and personal style. It is about clothes as a part of everyday life—worn, drawn, transmitted, and experienced. Lou reflects, “I wear jeans as a kind of daily uniform. Most of the time, I just want to get going with my day—creating, making music, reading, writing poetry.”
DENIM AS THE FOUNDATION:
A STORY OF AUTHENTICITY
A portrait of individuality and instinct—where denim becomes the foundation of the wardrobe and the uniform of real life. The campaign captures a raw, intimate energy that feels inherently connected to both the brand and the neighborhood it calls home.
Sexy, downtown New York, seventies energy—the spirit of Tribeca runs through the latest campaign celebrating denim as the foundation of the wardrobe. Photographed by the incomparable Inez & Vinoodh, it felt instinctive to center Lou Doillon, daughter of Jane Birkin, alongside her partner, Stéphane Manel. Lou is inherently connected to this world, both culturally and emotionally, and capturing her with Stéphane made the story personal, authentic, and real.
The campaign was shot in an empty Tribeca loft overlooking the flagship store at 188 Duane Street, the dream of any downtown resident. A mattress with crisp white sheets sat at the center, a minimalism that symbolized what mattered most: simplicity, essence, no distractions. It was a space where two creative individuals could live in and carry the brand, embodying its spirit of free, artistic, grounded living. “Having two creative individuals live in and carry the brand felt like the truest representation of its spirit,” Nili notes.
For Lou, denim is more than a fabric—it is a lineage. “I come from a family that was obsessed with denim,” she says. Growing up in the late ’80s, it was the family uniform: white T-shirts, blue jeans, and Converses. As a child, she rebelled against it, but by her thirties, jeans became a daily essential. “I try not to pair them with a white T-shirt, as it just really screams family genetics,” she laughs. Yet she cannot deny the power of the look: effortless, genderless, and ageless. Her mother, Jane Birkin, wore it on stage and off, perfectly merging private life with public persona.
The collaboration felt natural. Lou recalls, “I was spending time in an arts festival in Istanbul with Inez & Vinoodh… and a couple of weeks later, I got a note saying, ‘There’s this brand I know that you know of: Nili Lotan.’ Nili is a wonderful person, which I could completely trust. She said she would love to do a campaign—with me and Stéphane, which has never happened. And I’m glad it would happen only with Inez & Vinoodh, as I fully trusted them.”
For both Lou and Nili, denim carries personality and attitude. “Denim has always been more than a piece in a wardrobe,” Nili says. “It carries its own personality, its own attitude. When you choose a specific denim, it will communicate your attitude: ease, confidence, cool, and a quiet sense of rebellion. Each one of our styles is intentional. Each serves a purpose. Our denim is designed to live with you—to be worn, worked, softened over time. It’s about building a wardrobe around something honest, enduring, and deeply personal.”
Denim, with its Franco-American roots—coming from Nîmes in France and thriving as the workwear of America—resonates across generations and cultures. Lou reflects, “I love the fact that everything, especially in image, is about paying homage and being influenced and living with it and through it… I was very happy when I got into Nili’s pair of jeans, because they’re extremely well cut—the length, the colors, and the thickness are divine.”
Shot in the heart of Tribeca, across from the store where Nili Lotan began, the campaign is a portrait of authenticity, love, and personal style. It is about clothes as a part of everyday life—worn, drawn, transmitted, and experienced. Lou reflects, “I wear jeans as a kind of daily uniform. Most of the time, I just want to get going with my day—creating, making music, reading, writing poetry.”