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Next ‘Summer 2010’ advert

Agency: Love

Client: Next

Next’s latest mini-movie, showcasing the Summer 2010 collection has gone live.

Shot by Ben Watts, the fashion editor’s photographer of choice, it offers an upbeat celebration of this summer’s key fashion themes: vibrant colour, floral print and denim revival.

The narrative follows supermodels Emanuela De Paula and Amy Hixson on a roadtrip from West Hollywood along America’s iconic Route 66.

It’s a high-spirited escape from the urban jungle of LA – all apparently captured by Emanuela’s own camera.

On the way, the girls pull into gas stations and road-side diners – the authentic pitstops of the dusty asphalt trail known in myth and fable as “America’s main street”.

And they play road-tag with a posse of cool dudes on vintage motorbikes. These include Nathan Bogle, Din Yates and actor-model of the moment Jon Kortajarena.

Everyone’s destination? A house in the Mojave desert, where the Dandy Warhols provide the perfect soundtrack to a great pool party hosted by top west coast DJ, Zen Freeman.

The message is clear. In the long hot summer of 2010, anyone can feel Bohemian like Next’’s Amy, Emanuela, Nathan, Din and Jon

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