Fashion label REPLAY today unveils the international, integrated campaign for innovative new product range Hyperskin – the jeans that disprove the fundamental rule of the universe: you can’t work out in denim.

The bold campaign, which comprises an online film, plus print and in-store executions, has been created by 180 Amsterdam and stars supermodel Irina Shayk, literally blowing the minds of fellow gym-goers as she achieves a series of ever-more ambitious yoga moves, in Hyperskin denim.

The Italian fashion denim retailer tasked 180 Amsterdam with bringing to life the freedom and style of Hyperskin - its new venture into the category-transforming world of ‘Athleisure’, and creating an execution which would embody the attitude of REPLAY’s rebellious spirit.  

Revolutionary product range REPLAY Hyperskin combines performance, lightweight and 100% natural fibres, for maximum comfort and style, even after a high impact workout session.

The TVC was directed by director duo ‘Tell No One’ and produced by Good Egg, London. 

Matteo Sinigaglia, REPLAY CEO, commented: “We’re hyper proud to be introducing the new Hyperskin. Wellness is no longer a trend; it’s the perfect balance between body, soul and the environment: it’s a philosophy and a lifestyle. REPLAY took this as an inspiration to merge it with its denim DNA and created Hyperskin: a revolutionary product able to combine performance, lightweight and 100% natural fibers.”