Replay presents a new interpretation of its iconic 9zero1 model, bringing it from past to future with a new and contemporary release. This ‘90s garment marked the history of the brand; initially designed for men, it has evolved over time to become an across-the-board garment for all genders and all ages, with its characteristic straight and comfortable fit and emphasis on the original branding. Replay’s historic archive becomes the means to reach the hearts of those who already know and love the iconic design as well as those who are new to this multi-generational pair of jeans.
High waist, upper fly button and many other details are all part of the Replay Quality Guaranteed, as emphasised by the original branding. The five-pocket is available in four colours — dark, medium, light and black — with classic denim washes. There is also a matching jacket to complete the total denim look. Due out in March, Replay 9zero1 is certain to be a must-have for all denim fans who love the genuine feeling of the brand.
The arrival of the product in store will be supported by the launch of a massive advertising campaign with many stars involved, including Usain Bolt, Martin Garrix, Marco Verratti, Beauden Barrett and the All Blacks, Amelia Gray, Maye Musk, Leni Klum, Paulo Dybala and the football teams of PSG, Bayern Munich and Ajax. All the Replay 9zero1 ambassadors have joined forces in this campaign, creating a single organic tone of voice that appeals to all generations and moves easily between the worlds of sport, music and fashion.
The outdoor and digital campaign will also feature a series of in-store installations and events, aimed at creating a direct 9zero1 experience.
The photographer of the campaign is Thierry Le Gouès, a leading figure in fashion photography who over the years has collaborated with the biggest international fashion magazines and contributed to defining the aesthetics of an era, in particular the 1990s. Just recently, he published a powerful compendium of his best fashion and editorial work, emblematic of that decade, which was precisely the period of the very first 9zero1 jeans.
