EYTYS Turns Up the Heat In Seductive SS23 Denim Campaign, "LOVE AND POISON"
Depicting three protagonists starring in the label’s signature Benz jeans.
Few brands have transformed like EYTYS. Founded in Stockholm in 2013, it came to market with a handful of signature footwear styles, but by 2019, it developed itself into becoming a fully-fledged label providing ready-to-wear pieces designed for all. One of the leading items from its ever-growing clothing catalog is the Benz, a pair of jeans that have a chokehold on the IYKYK fashion crowd, and soon, beyond.
EYTYS aims to spread the word with its new Spring/Summer 2023 denim campaign, “LOVE AND POISON.” It tells the story of Miles, Mary and Olivia, three EYTYS muses who find themselves in a bit of a love triangle. Miles, for example, is described as being hot for his “effortless look — baggy jeans, slim white leather sneakers and a white T-shirt with a print saying ‘Eurotrash’ on the chest. Had he even been to Europe?”.
Likewise, the three are all seen wearing the Benz jean — some in a brutalist-inspired gray tone, others in classic shades of light and darker blue. Another is in cream with blue tie-dyed elements stained into the legs, while faux leather iterations also make an appearance.
As for the protagonists, they end up playing a game of Truth or Dare? before realizing that they might have to spend the night together, as a three, alone.
The full story can be found online and via EYTYS’ Instagram, while the jeans and lookbook in question can be seen above, as well as purchased in-store and online now.
In other news, check out Bottega Veneta’s updated leather essentials.
