Mariana Moyano joins Agness Deyn and Ash Stymest in her approval of the Dr. Martens SS12 collection, a continuation of the “First and Forever” campaign by the iconic shoemaker.
There’s a first time for everything, and in most cases the memories of those ‘firsts’ are joyful, loveable events revisited in moments of pleasant melancholia. It’s thanks to all of those number ones that we are who we are today, with each ’first’ shaping our future ‘seconds’, ’thirds’ and ‘fourths’..
Dr. Martens is a brand whose past has been as eclectic as the subcultures who emblematically wore its shoes for generations. The brand is now inviting its customers and lifetime lovers to revisit those first times, assuming that at some point over the past 40 years we have all seen, worn, loved, kicked with, a Dr. Martens shoe.
In the launch of their new SS12 collection, Dr. Martens continues the successful “First and Forever” campaign it started for its AW collection last August, retaining last season’s theme: remembrances of the first love.
The SS12 collection brings DMs out of the dark, colder winter days into a sunny summer of love, with brighter hues and even flowery patterns in fabric, leather and their classic vulcanised rubber. Comfort is always maintained with welted construction, bouncing soles, and the brand’s distinctive visible stitching.
Everyone involved in the campaign has been carefully chosen to represent all aspects of the brand. The protagonists, Agyness Deyn and Ash Stymest, perfectly embody the attitude of Dr. Martens: boyish, rebellious, comfortable in their own skin and utterly free. The photography by Gavin Watson, a photographer known for his iconic portrayal of the British subculture during the last 25 years, presents Deyn and Stymest in a sweet embrace, drunk in the bliss of the first moments of their love.
A short film by FRED&NICK – the same filmmakers of the hugely successful 2011 Take That video documentary – tells the story of the relationship between Deyn and Stymest. The film follows on from “First Heartbreak”, which was shot for Dr. Martens’ AW11 collection and is narrated again by Deyn.
There’s also a microsite created for users and Doc lovers to share their first love experiences, which together with an active social media campaign, brings tales and stories of all sorts of firsts out of our memory trunks to be shared with others around the globe.
“First and Forever” is an intelligent campaign, designed to bring Dr. Martens to the present without forgetting of its past, all the while joined by its loyal lifetime users and lawful wearers.
Share your firsts at www.drmartens.com/firstandforever or via Twitter @drmartens #firstandforever
