For years, Oliviero Toscani kept urging the owner of the fashion brand Kappa, Maurizio Vitale, to finally make jeans. While searching for a brand name, the two were strolling down Broadway in New York City one day and noticed the words “Jesus Christ Superstar” sparkling on a theater marquee. Oliviero spontaneously suggested “Jesus Jeans,” pointing out that this unprotected brand name had already been on everyone’s lips for thousands of years. In the kitchen, the two designed a belt with the new name for their friend Donna Jordan’s ultra-short shorts. Toscani photographed her bottom in an overtly sexy pose, accompanied by the biblical slogan “If you love me, follow me.” The poster set off a huge scandal in Italy, with young people captivated by the campaign and Catholic conservatives condemning it as blasphemous. The brand had set a sure course for success.
Delivery from mid-February 2025 at the earliest.
20% discount for members of the Circle of Friends.