Welcome to the New West
For their 2019 FW campaign, Wrangler goes back to their roots and welcomes you to the new west with a film directed by Caroline Koning and photography by Olya Oleinic & Kyle Weeks. Bringing Wrangler’s Western heritage into the context of now, the work is a celebration of American style.
With a 90-second film directed by Caroline and photography shot by Olya Oleinic and Kyle Weeks, the work oozes of a deserted, raw Americana vibe. The three individual makers worked in close creative collaboration to develop the concept in dreamy synergy across film and photography. Channeling her inner cowboy, Caroline was inspired to create a modern follow-up of the iconic Wrangler campaign by Jonathan Glazer, ‘Follow the Yellow Brick Road’. The photography took a narrative and documentary approach, showcasing Olya and Kyle’s ability to capture real moments as they followed the characters pre-and-post shoot.
Photography by Olya Oleinic and Kyle Weeks