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California Dreamin': 7 For All Mankind's Anniversary Campaign

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So, 7 For All Mankind is celebrating its tenth anniversary. You know what that means, don't you? It's been over a decade since we've collectively been shelling out $200 (or more) on premium jeans. Try not to over-think how many down payments on houses or cars you've frittered away—instead, check out this behind the scenes video for 7 For All Mankind's fall 2010 ad campaign.

Shot by Mert Alas and Marcus Piggott (hello Louis Vuitton and Miu Miu) in Beverly Hills, the photos feature Masha and Julian Schratter. And, judging from the video preview, the lighting is gorgeous and Los Angeles has never looked better. Palm trees and casual elegance—we're getting a major Herb Ritts vibe (aka Madonna's "Cherish" on Youtube, psychotically checking prices on flights west, and—inevitably—more new jeans).
· 7 For All Mankind [Official Site]

N. Bedford Dr. and Sunset Blvd., Los Angeles, CA