By Rebecca Stewart, Trends Editor

October 30, 2015 | 1 min read

The fashion label's latest spot wants to 'redefine denim'.

Italian demin shop Replay has debuted an international integrated campaign to promote its new 'Hyperskin' product – part of its venture into the 'Athleisure' category.

Starring supermodel Irina Shayk, the tounge-in-cheek spot was created by 180 Amsterdam with the aim of "disproving the fundamental law of the universe that you can’t work out in denim".

The ad shows Shayk literally blowing the minds of fellow gym-goers by achieving a series of ambitious yoga moves in a pair of jeans and comprises online, print and in-store executions.

Chief executive of Replay Matteo Sinigaglia said "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," she added.

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

Replay 180 Amsterdam

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