Last week I was invited to the plush Aubin Cinema in Shoreditch to the ‘premiere’ of a new short film to launch the new Dr. Martens “First and Forever” campaign, featuring models Agyness Deyn and Ash Stymest. In the short clip, almost like a trailer to a movie, Agyness hauntingly beautifully tells of her first heartbreak, shot by photographer Gavin Watson. It captures perfectly what Dr. Martens is about – youth subcultures and a little bit of rebelliousness – but it’s also gentle and makes you sit back and think twice. I’ve watched it countless times, and somehow I can’t stop wanting more… It – ironically – leaves me feeling a little heartbroken.
The new First and Forever campaign invites people to also remember their special ‘firsts’, whether it was your first pair of Dr. Martens, first album, first gig, first love, first anything. On an interactive map online, Dr. Martens will bring together these first’s from around the world, for you to enjoy and share (and you can win a pair of DM’s whilst you’re at it).
We were also given a first preview of the new AW11 Dr. Martens range, which has completely evolved from just being the boots with the yellow stitching I remember from when I was 16. There’s smart shoes, brogues, heeled boots, wedges,… There’s also accessories, like an exclusive collaboration with the immensely popular Cambridge Satchels (of which I took pictures, but they turned out so horrible, I can’t show you).
The First and Forever campaign will run over a couple of seasons, so I look forward to seeing what else Aggy has to reveal… I love hearing her speak for a change, I think she has a fantastic voice!
To share your special firsts, go to www.firstandforever.drmartens.co.uk