Edward Cuming Is Locked and Loaded In "CUM" Jeans Campaign

Australian-born, Madrid-based designer Edward Cuming launched his namesake label in 2019 after graduating from London’s Central Saint Martins. He often explores the world around us through sensory manipulations across modern co-ed looks.

His softened design language is evident at every turn, getting locked and loaded for his first “CUM” jeans campaign. The photographs by Jules Moskovtchenko make us thirsty for more and play with his sensual surname, debuting as part of his Fall/Winter 2023 range. Cuming’s fresh interpretation of traditional bottoms is presented on barely-dressed models striking passionate poses together.

Edward Cuming’s new “CUM” jeans arrive in three unique washes, seeing the “circle windows jeans” land with frayed edges and ultra-slouchy outlines. The voluminous pair dons a balloon-like appearance, while the final wide-leg bottoms are tinted in signature brown leather.

Take a closer look at Edward Cuming’s “CUM” jeans campaign in the gallery above. The items are available to shop now through select international retailers.

In other fashion news, Gentle Monster calls pupils into class with 2024 Optical collection.
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