First and Forever
Agyness Deyn gets androgynous in Dr. Martens. Again.
Your "first" doesn't always conjure up positive images. Whether it's your first kiss, your first love, your first job or your first apartment, most "firsts" are more likely to be thought as of learning curves. Some firsts will also be lasts. Your first pair thigh-split flared jeans are unlikely to make a reappearance in later life, and your first time drinking an entire goon sack solo is highly unlikely to produce a result that makes you want to do it again.
Dr. Martens is hoping that remembering of your first pair of Docs is a more positive experience. Unlike a rat-infested apartment or a part-time job slaving away over a deep fryer, Dr Martens are something that make you wish you wouldn't grow - or at least your that feet wouldn't. The sense of pride they impart when you finally break them in enough to wear them without three pairs of socks is unmatched, and when they eventually start to become so tight that no amount of wearing them in the ocean will stretch the leather enough, it's devastating.
"First and Forever" is the name of Dr. Martens new advertising campaign, which is encouraging fans of the brand to post - via social media channels - stories of their most memorable firsts. The first person to share a personal first with the world is Agyness Deyn, who probably came out of the womb wearing Dr. Martens. In a video shot to accompany the print campaign lensed by Gavin Watson the "retired" model gets all wistful over memories of her first break-up, all the while fooling around with her matchy-matchy co-star Ash Stymest.
This isn't to say that all Dr. Martens experiences are positive. I still wish I hadn't painted orange and blue stripes all over my Cherry Reds with tester pots of house paint, and forgetting about airport security metal detectors when trying to wear my new steel-capped 14 eye ones on the plane was annoying to say the least. But most of these situations can be blamed on simply being really ridiculously attached to a pair of shoes, which is probably just what this whole campaign is getting at.
Words: Hannah Ongley