They pose in shots that are simoultaneously raw, hard and masculine - everything DMs are known for - and also tender, romantic and beautiful:
Need these loafers...
Along with these stunning shots, Aggy also features in a 2 min film shot by director duo Nick & Fred. I watched this for the first time really late at night in a weird mood and it had me welling up big time. It's short, but intense. Love it.
The song playing in the background, the stream-of-consciousness style narration... everything about this is perfect.
This campaign works perfectly for a brand which obviously holds so much nostalgia for it's loyal fans. Users on the site are encouraged to plot on the virtual map their "firsts," with loads already plotting the location of their first puchase of DMs...
My first pair of DMs were black, leather AirWear lace-up shoes which I wore to school for a bit when I was about 13 (still the most comfortable shoes I've ever owned ), but eventually stopped because back then they were considered massively uncool. Such a slave to peer pressure! If only I'd kept them, they were truly immense.
My brown shearling-lined DM boots are still the best, most durable boots for the winter EVER. Come November they won't be off my feet!