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A Cycle Love Story

The Italian jeans label unveil their new S/S11 advertising campaign

Since its inception in 2000, Italian jeans label Cycle have forged a style formula that combines sartorial elements with street wear while made-in-Italy style and quality distinguish the brand. Originally with a denim focus, the project has quickly grown to include a total look based on outerwear and knitwear, progressively extending to dresses, shirts, leather goods. For SS11, the label has been inspired by Mr and Mrs America and released a collection that explores four key themes; military, native, free time and cocktail.

This month, Cycle's creative duo Andrea Bertin and Elena Boaretto unveil their S/S11 campaign. The feature, created by Videoracconti Communication Agency, directed by Yuri Catania includes a series of video clips in separate episodes that help bring the collection to life. Filmed and produced by Videoracconti, the clips tell the 'Cycle love story. Here, Kasya Szawan and Werner Schreyer interpret the idea of Mr & Mrs America in the Cycle way: natural, spontaneous, imperfect but unreachable, close to those universal icons of “beautiful and damned" that inspired the collection.

Photography and Art Direction Yuri Catania
Styling Matteo Greco
Models Werner Schreyer (I Love Milano) and Kasya Szawan (Women Management Milano)
Make-Up Thais Bretas, winner of last Fashion Talents editions