Christy Turlington Burns, iconic supermodel, Founder of Every Mother Counts, and a concerned environmentalist, shines bright in J BRAND’S new Spring 2020 denim campaign. Perfectly embodying JBRAND’s sustainability-first mindset and minimal California vibe, Turlington Burns keeps it true to the brand’s West Coast roots.

The collection, full of true blue and indigo washes, J BRAND introduces several new forward denim silhouettes with a focus on higher rises and longer inseam lengths. The campaign and collection focus on J BRAND’s mission of creating jeans with purpose that integrates sustainable practices and are designed to last.

Made with 90% less water, J BRAND has taken initiative to reduce waste and minimize the global impact by pledging to apply sustainable technologies to 100% of all washed denim by the end of this year. With the Spring 2020 collection, 94% of all indigo washes are produced utilizing an Eco Wash friendly process. For J BRAND,  fashion doesn’t mean much if it isn’t shaping a better tomorrow.

Shot in Los Angeles by photographer Matthew Welch and styled by Karla Welch, the campaign lends an unfiltered light on how clothes are more than pieces of fabric. The neutral background and minimal makeup plays on the capability of jeans becoming a second skin.

Standing tall at the forefront of the environmental revolution, Turlington says, “As a citizen, as a consumer, the choices we make reflect our values. Given all we know about the social and environmental impact of our footprints, these choices are not only important, they are critical.”

To join in the revolution with J Brand and Christy, shop the collection, available now.