Welcome to the New West
For their 2019 FW campaign, Wrangler goes back to their roots and welcomes you to the new west. The campaign includes photography by Olya Oleinic and Kyle Weeks, and a film directed by Caroline Koning. The three individual makers worked in close creative collaboration to develop the concept in dreamy synergy across film and photography. The photography took a narrative and documentary approach, showcasing Olya and Kyle’s ability to capture real moments as they followed the characters pre-and-post shoot.
Bringing Wrangler’s Western heritage into the context of now, the work is a celebration of American style.