Jason Denham, founder of eponymous denim label sign his first denim campaign named “From Virgin to Vintage”. British designer, famous in the denim universe propose a travel between the denim transformation steps. But “From Virgin to Vintage” is not only a steps description; it invites us to compare with the way to innocence from experience. Through strong symbols, like blue hands who symbolized designer’s works with denim or the rain, symbol of purity, the photographer Marc Hears, bring us in label and designer’s heart. The DENHAM collection plays with classics themes and show off a real modernity and a particular attention to details.