P H OS P H O R ESC E N T I N VAS I O N
the phosphorescent invasion HUDSON Jeans, the iconic brand that combines British cool and LA ease, is staging a PHOSPHORESCENT INVASION to celebrate the launch of their newest jean the LOULOU. The LOULOU, inspired by the iconic “Le Smoking” tuxedo suit has a neon twist. HUDSON’s newest fit embodies an effortless, chic, tailored, skinny silhouette with an all-important flash of color. Sporting a racing stripe stitched down the side, the LOULOU will be unveiled in 3 color ways: Dark Navy with Phosphorescent Orange, Burgundy with Phosphorescent Pink and Olive with Phosphorescent Yellow, which all glow under a black light. HUDSON has partnered with NY artist, Aakash Nihalani to create phosphorescent installations in New York during NYC Fashion week and Paris during Paris Fashion Week, teaming up with the globally iconic Colette to celebrate their 15 year anniversary. Concurrently, HUDSON and Nihilani created in-store installations at participating Scoop NYC stores in New York and Las Vegas. The invasion continued with installations at HUDSON trade show booths in Las Vegas and New York, then traveled to Hong Kong in March 2012 with a HUDSON trade show booth at ENK China and an in-store installation at the new highly anticipated LAB by Lane Crawford. Aakash Nihalani uses his signature fluorescent tape to highlight and emphasize elements of layering and depth already present in the urban environment. His unique approach creates a playful opportunity for passersby to interact and find intrigue.
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THE LOU LO U
T H E LouLou i s inspired
by the iconic L e Smoking
tu xedo suit —
Our newest fit embodies the effortless androgyny that’s stitched up in immaculately tailored yet subtly relaxed pieces, with a minimalist silhouette and that all important dash of glamour
“The LOULOU is about art and contrast of color. The idea behind the jean is really a clash of different inspirations originating with the tuxedo style and drawing on phosphorescent street art and graphic elements, architecture and even athletic uniforms.” -Ben Taverniti HUDSON Creative and Design Director
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P RESS - P RINT
THE LOULOU IN MANSON, ZIGGY AND CHOPIN FEATURED IN NYLON – 4/12
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P RESS - W EB
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P RESS - W EB
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LOULOU LOV E “IT’S DENIM WITH A KICK” LA TIMES
“THE LIST: VOGUE.COM’S 50 PICKS FOR SPRING” VOGUE
“TRANSFORMS ANY OUTFIT INTO PERFORMANCE ART” LUCKY
“THE PERFECT PANTS FOR RUNNING FROM THE OFFICE TO THE DANCE CLUB” INTERVIEW
“OUR NEON OBSESSION RUNS DEEP” NYLON
“HUDSON’S LOULOU JEANS WILL MAKE YOU WANT TO GET YOUR RAVE ON” NYLON
“THEY ARE THE PERFECT CROPPED JEAN” FASHION CHALET
“PREPARE TO BE AMAZED” COSMOPOLITAN
“A STRIPE DOWN THE SIDE OF YOUR TROUSERS IS SO HOT RIGHT NOW”
“WE’VE GOT ANOTHER ‘IT’ JEAN PHENOMENON ON OUR HANDS!”
HEAT
GRAZIA UK
“VIVA La PHOSPHORESCENCE! CAN’T WAIT TO GET OUR GAMS GLOWING” daily front row
“WE LIKE IT. TIME FOR A SERIOUS PARTY!” HUFFINGTON POST
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MORE ONLINE B UZZ
FEARNE COTTON spotted in London
ERIKA MARIE of fashionchalet.net
LINDSEY of saucyglossie.com
KENZA of kenzasmg.blogspot.com/
MARCUS of marcusmayhem.com 8
THE PHOS P HO R ESCE N T I N VAS I O N , N EW YO R K For the launch of the LOULOU, HUDSON partnered with NYC artist, Aakash Nihalani to use his signature fluorescent tape to highlight and emphasize elements of layering and depth already present in the urban environment. HUDSON invaded New York City on the evening of February 10, 2012 during New York City fashion week. The Phosphorescent invasion took place throughout the city and included video projections and wildpostings of images from the original campaign showcasing the LOULOU illuminated by black light. The invasion will culminated in an exclusive event at Scoop NYC in the Meatpacking District.
LEIGH LEZARK HOSTED THE EVENT AT SCOOP NYC WITH MUSIC BY DJ HARLEY VIERA NEWTON. NOTABLE ATTENDEES INCLUDED JOE JONAS AND COCO ROCHA
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THE PHOS P HO R ESCE N T I N VAS I O N , L AS V EGAS Aakash Nihalani was on hand again to help spread the invasion to Las Vegas during Market Week. The HUDSON booth was covered in geometric neon and HUDSON and Scoop partnered again for an in-store event at Scoop in the Forum Shops at Caesar’s Palace
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THE PHOS P HO R ESCE N T I N VAS I O N , CO L E T T E F RAN C E Hudson’s Phosphorescent Invasion hit Colette’s 15th Anniversary bash in Paris. In true Colette manner this 2 day carnival included all things cheerful & quirky – Music, Fashion, Food & Fun. Hudson brought the flash of fashion and some Hoola-hooping mayhem!
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HUDSONJEA NS.CO M + SO C I A L M E D I A HUDSON digital media outlets including Facebook, Twitter, and Youtube were reskinned with Phosphorescent Invasion imagery, and the LouLou was available for purchase at hudsonjeans.com.
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TWEETS
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TWEETS
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TWEETS
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P RINT + BILLBOA RDS
PHOSPHORESCENT
PHOSPHORESCENT
I N VA S I O N
I N VA S I O N
HUDSONJEANS.COM
HUDSONJEANS.COM
PRINT: V MAGAZINE, NYLON, FLAUNT, TEEN VOGUE, APPAREL INSIDERS
TWO LOS ANGELES BILLBOARDS: DOWNTOWN AT THE NEWMART + LA CIENEGA AND SANTA MONICA
GUERILLA PROJECTION: NEW YORK
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CAMPAIGN P ICTUR ES
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VIDEOS
CLICK TO SEE VIDEO
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