How do you relaunch the world’s most iconic designer jeans? You call in three legends—Kate Moss, Gisele Bündchen, and Daria Werbowy—to make fashion history for JCPenney and introduce the denim brand to a whole new generation.

As Editorial Director, I started first with a brand book and then concepted the campaign with the team at AR New York. Working with the “R”, Raul Martinez, visionary and agency founder, now Global Creative Director at American Vogue, the campaign was shot by Inez & Vinoodh at Pier 59 in Manhattan.

An 8-foot Vanderbilt swan in hot-pink neon? Harder to build than it looked—and I’m still wondering who took it home.