John Lewis has released a new advert, introducing AND/OR, its first ever in-house lifestyle brand, launching exclusively at John Lewis from March 22 in selected stores and online.
The 60-second spot, launched with the tagline “Denim born of LA”, features some of the items from the collection created in collaboration with American denim experts Calvin Rucker, including mainly jeans, coming in four signature mid-rise fits (a skinny, a straight-leg, a boyfriend and an ankle-grazer) and in different colour-ways and washes, which are complemented by season-specific additions.
The collection, inspired by the relaxed, sunny attitude of the LA lifestyle, includes also well-cut basics and separates, statement pieces (such as the asymmetric dress and the embroidered parka), footwear and accessories.
The prices for jeans (which are available in a 26 to 34 inch waist) range from £85 to £120, and for womenswear (available in size 6 to 18) range from £22 for a T-shirt to £250 for a leather jacket.
The song used in the advert is “Makeba” by French singer-songwriter Jain (Jeanne Galice by her real name), from her 2015 album “Zanaka”.