Edward Cuming, the namesake label of the Australian-born, Madrid-based designer, has launched its inaugural campaign for CUM jeans, now available as part of its Fall/Winter 2023 offering.
The cheeky campaign shot by Jules Moskovtchenko shows a contemporary cast of grinning models, some sticking their arses out, some shirtless, and others just beaming from ear to ear as they showcase the denim offering.
The CUM jeans collection includes three different denim styles; the Circle Window Jeans in brown and blue aged denim with frayed edge cut-outs, a voluminous balloon fit brown aged jeans with panelled construction and frayed back pocket, as well as relaxed fit brown aged wide-legged jeans, with a signature brown leather Jacron.
Between the group shots, we see models standing with one leg in the air against a striking lime-green backdrop, showcasing the range of movement the jeans provide – for reasons horny or otherwise.
Each style generously falls on the shoe as part of the cum-in-your-pants worthy relaxed fit perfect for dinner with your partner’s parents or getting down and dirty. Textured detailing arrives in the form of frays and rips, aligning with Cuming’s experimental approach to fabrication, which forms collections grounded in observation and sensory exploration.
CUM jeans are now available via the Edward Cuming website, SSENSE, Departmento, H. Lorenzo, Voo Store, SVRN and in-store at The Broken Arm, Machine-A, ESSX, Macondo, Viola Lovely and Le Monde de SHC.
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