It’s finally spring and 7 For All Mankind wants you to experience California, from its bright-blue sky to its endless ocean blue. Clad in 7FAM’s premium-blue denim, six digital visionaries will Dream in Blue as they embark on a road trip across the golden state to share what California dreaming means to them.
The digital influencers involved in this campaign include: Hillary Kerr, co-founder of Who What Wear; Aimee Song, interior designer and blogger behind Song of Style; Adrianne Ho, model and “it” girl; Andrew Arthur, emerging fashion photographer; Clay Marzo, professional surfer; and Mark Wystrach, model, musician and eco-conscious entrepreneur.
Each influencer will help tell their story with a Lytro camera – a light field camera, which allows photographers and viewers to refocus a photo after the shot is taken. This revolutionary technology will not only help these visionaries Dream in Blue, but enable fans to recreate their own 7FAM piece. Ultimately fans will be encouraged to share their dream, with one lucky winner receiving a cash prize and a trip for two to California for Coachella Valley Music and Arts Festival in April.
To get the full experience of what it means to Dream in Blue, FASHIONOTES had an exclusive interview with Aimee Song, from Song of Style, to get her take on this digital campaign.
FN: Can you share with FASHIONOTES readers, what Dreaming in Blue means to you?
Aimee: As soon as I hear that phrase, I think of a getaway. When you’re so busy living your day to day life, I think we all dream for that perfect mini vacation, and that’s what dreaming in blue was for me.
FN: What made you want to get involved with this 7FAM digital campaign?
Aimee: I’ve always been a huge fan of 7FAM denim and I loved the whole idea of going on a road trip so it wasn’t hard to say yes.
FN: You are well known for your creativity through social media, what was it like experimenting with the Lytro camera and interacting with your fans on a different level?
Aimee: I’ve never used a Lytro before, so it was definitely a challenge to shoot certain photos with it since the camera is so fun and different. However, I enjoyed focusing on different subjects after I uploaded the images to the computer.
FN: What 7FAM seasonal must-haves will you be sporting on your journey, and what attracted you to these particular pieces?
Aimee: I’ve always loved all their denim pieces, especially the jeans, but this season I’ve been wearing the denim jacket over and over in many different ways. The dark wash denim jacket is so versatile and it’s the perfect, in between season must have.
FN: Are there any behind-the-scenes stories or facts you can share with readers about this campaign?
Aimee: Although Catalina Island is only a one hour boat ride away, it feels like you’re in a different country. I’m planning to go back with my close friends and rent an weekend apartment there soon!
Each journey, including Aimee’s, will have a 360 degree digital experience documented on social media and will be living on 7FAM’s community section of the website, Denim Dossier.
Images courtesy of 7FAM
