Buck Mason, the Venice, Calif.-based direct-to-consumer company known for its modern durable American classics, has unveiled its spring campaign featuring model Erin Wasson.
The campaign captures a laid-back yet refined aesthetic, combining effortless style with the brand’s signature modern Americana sensibility. This is Wasson’s second campaign for the brand.
A model, actress, stylist and jewelry designer, Wasson is also a creative partner at Buck Mason.
The new campaign aims to reveal a more intimate side of Wasson, capturing her relaxed and self-assured presence along the California coastline. The collection reflects that same sensibility: classic American workwear, vintage military references and menswear-inspired styles worn softly and without effort.
Erin Wasson for Buck Mason
Courtesy of Buck Mason
The imagery extends this story, inviting consumers into a nostalgic return to slow summer days and easy dressing. Crisp whites and timeless denim form the basis of the wardrobe.
The campaign was photographed in Los Angeles by Annemarieke van Drimmelen. The ads will appear on social media and the website.
“Her work, and her understanding of our brand have been exquisite,” said Erik Ford, cofounder of Buck Mason. “The two artists together, along with our phenomenal team, have really captured our vision of timeless California and the West,” he said.
Asked about the campaign, Wasson said, “This season I wanted to imbue a feeling of choosing to get lost — choosing isolation and self-discovery over what is normally embedded in me, which is community. The feeling of letting go, driving into the unknown to find something new. Disconnecting from comfort to find a deeper well within. Calling back quiet meaning. Annemarieke could not have been a more beautiful conduit to allow these feelings to be present, powerful and peaceful. The collection itself lends itself to this idea that you have all that you need. Each piece can be part of your infinite journeys,” she said.
Erin Wasson in the spring Buck Mason campaign.
courtesy of Buck Mason
According to Ford, the women’s line is carried in Buck Mason’s women’s only stores in New York, which are in the West Village on Bleecker Street, NoLIta on Elizabeth Street and SoHo on Broadway. The bottom floor at 486 Broadway houses women’s and the coffee shop, Fast Times, which also houses a small fine art and photography book store.
“Erin is a permanent fixture on our team as a creative partner. She doesn’t have a title. We just kind of do it all together. She, along with our phenomenal in-house team, help us take the principles of our brand, and draw the right inspiration for womenswear,” Ford said. He explained that Wasson moved to Venice, Calif., around the same time as he and Sasha Koehn, the brand’s cofounder, did. “And there’s just a shorthand that’s hard to describe.
“We’re from the Midwest, she’s from Texas. There is a common vernacular. She has a side to her that is so completely at ease that is quintessentially California, and that’s what the clothes we design are about,” Ford said.
Buck Mason started in November 2013 with $10,000 in funding from friends and family.
Ford noted Buck Mason launched its women’s business a few years ago with T-shirts and jeans, the same way it launched menswear. “We often start with men’s fabrications, and tried and true menswear silhouettes. Our vision is to bring the same quality in timeless fabric and make, but with femininity at times and exquisite fit that performs for women. Our girls has a lot of menswear in her closet already.”
Koehn said that Wasson had input into designing the collection. “Yes, she’s always bringing us ideas. She doesn’t turn off. Her ideas are electric, and the way she plugs into our women’s design and creative teams is really special. We have such a special group of womenswear designers and creatives on our team. It’s pretty inspiring.”
Made in USA cotton T-shirts, grown and sewn at their Mohnton, Pa., mill, start at $48. Signature tailored Mainstay shirting retails for $148, and Japanese denim, crafted from premium twills sourced from Japanese mills, ranges from $208 to $298. The all-day field jacket, inspired by 1950s military field shirts and classic summer flight jackets, the coastal linen collection featuring polos, T-shirts and tanks, and Japanese denim are expected to be the season’s bestsellers.
