Bucharest-based denim brand No44 has unveiled a dramatic marketing campaign to accompany its latest collection, including shots filmed by a specialist underwater photographer.

The ‘Unfiltered, Unscripted’ collection is a tribute to spontaneity, movement and denim worn “without compromise”, according to marketing director  Claudiu Ciubotaru, who recently explained more about the brand in a Q&A with Inside Denim.

He said: “Every moment was instinctive: from the waves we chased to the light we followed. Nothing was planned.” 

Images and videos showcase denim soaking in seawater, creasing on the sand and fading under the sun.

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