7 For All Mankind Taps Into Denim’s Western Roots
Authenticity is part of the allure of Western fashion. That’s why 7 For All Mankind partnered with model, horse trainer and equestrian stunt performer Mia Rae for a new campaign that spotlights the brand’s signature Western styles.
Called “A Dojo Love Story,” the campaign features 7 For All Mankind’s Bootcut jean and Dojo jean, the brand’s trouser jean with a wide leg and subtle flare and original 7 embroidery on the back pockets.
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The campaign expands on the “Californian Western aesthetic” the brand launched in its Spring 2024 collection.
In the campaign, Rae rides horses and works on a ranch dressed in the jeans as well as 7 For All Mankind’s studded Trucker jacket, denim shirt and men’s suede Western jacket.
Rae grew up on a ranch in Arizona and has been around horses her entire life. The campaign is an example of how 7 For All Mankind says it is “dedicated to our built-in core audience of horse-riding denim-lovers that have been with us since day one.”
Photographer Carlos Jaramillo was inspired to shoot Rae in her natural habitat and to share her story to a wider audience. Jaramillo said he hopes the campaign will inspire younger generation to spend more time in nature and with horses.
“Western fashion is getting mainstream, and I think it would be cool to have people who are interested in western fashion to [also] spend time at farms or horseback riding,” he said.
If there was ever a time for brands to revive their Western styles, it is Spring 2024. Fueled by Louis Vuitton’s rodeo looks, Beyonce’s “Cowboy Carter” wardrobe and the popularity of Canadian tuxedos, vintage denim and Western accessories like cowboy boots, hats and belts, the trend is touching all tiers of men’s and women’s fashion.
In a recent report, retail intelligence firm Edited described jeans as the “commercial backbone of Western looks.” Western elements are also part of Denim Dudes’ forecast for Fall/Winter 2025-2026 trends, proving how the timeless theme has longevity on its side.
“We’ve always been deeply connected to them with our authentic Western roots and are thrilled to see a heightened interest in all things Western. It has been incredible being able to seamlessly integrate into current trends while staying true to our brand and our community,” 7 For All Mankind stated.
