Wrangler introduces its SS20 ICONS campaign: Fit for an Icon.

To showcase Wrangler’s timeless fits, the denim brand has teamed up with some of Europe’s most dynamic content creators to celebrate the launch of the latest ICONS collection. Five lifestyle influencers have interpreted two of Wrangler’s authentic jeans fits – the 11WWZ for women, and the 11MWZ for men – proving Wrangler’s timeless style can rock a new generation.

Wrangler has partnered with Holly Rebecca White from the UK, Sebastian Schmidt and Laura Wittek from Germany, and Roman Gelo and Pola Bogdanska from Poland. Chosen for their inspiring style, these content creators tell the story of Wrangler’s perfect fit and express the brand’s unique edge.

Launched in 2019, Wrangler’s ICONS collection is a reissue of six definitive cult styles for men and women, steeped in history and forever linked to Wrangler’s 70-year journey – worn by legends, restyled for today. They are the definitive classics, from the 124MJ jacket, which became the archetypal denim jacket, to the 27MW western shirt, created for cowboys but embraced by rock stars.

For SS20, Wrangler has inspired content creators to discover the iconic jeans from the collection. The 11WWZ is inspired by the women’s jeans Wrangler created in the 1950s, cut to accentuate waist and hips, with a high rise and slim leg. For men, the 11MWZ is the slim-fitting style with a 70-year legacy, based on the original 11thprototype created by legendary Western wear designer “Rodeo” Ben Lichtenstein for Wrangler in 1947.

Cutting-edge dye techniques create a choice of worn and faded washes for a timeless authentic look, from raw denim to 3 years’ wash. For SS20, ICONS introduces new washes, including Blue Rhapsody, an evocative pale, washed-out shade inspired by the Wrangler jeans Queen frontman Freddie Mercury wore for the legendary Live Aid concert at Wembley Stadium in 1985.