Noel Robinson Washed His Hair for 3 Hours After This ARMEDANGELS Shoot
Bodies moving in synergy. Denim, faces, hair, covered in mud. It’s not exactly what we’ve come to expect of a denim campaign. Eschewing the industry-standard of a minimal studio that spotlights a model wearing jeans and nothing else, German label ARMEDANGELS’ DetoxDenim campaign was designed to stand out. Why? Because the denim industry has a dirty secret.
Founded in 2007, ARMEDANGELS has long provided ethical solutions for the everyday wardrobe. Now, with DetoxDenim, it’s taking on the world of denim. From the fabric to the dyeing and washing process, DetoxDenim removes the myriad of toxic chemicals used in the production of mass-market denim that are harmful to our skin and the environment.
To announce the new collection, ARMEDANGELS carried out what might be the messiest campaign fashion has ever seen. Worn by TikTok’s favorite dancer, Noel Robinson, DetoxDenim is put to the test as he and his fellow campaign stars dance through the dirt, because no matter how dirty DetoxDenim gets, it’s clean where it matters.
We caught up with Noel after the shoot to get the lowdown on how it feels to do a backflip into mud while wearing a full denim fit.
What was it about ARMEDANGELS’ specific brand voice that appealed to your own creative style?
I think ARMEDANGLED is a super cool and creative brand. Their campaigns are fun but still talk about really important topics in a way that’s easy to understand and connect with. It doesn’t feel heavy, but the message still hits.
In my own content my goal is also to spread joy and positivity around the world, especially in places where circumstances aren’t always easy, so it felt like a really good match.
After working on the ARMEDANGELS DetoxDenim campaign, has your own perspective on your personal wardrobe changed? Do you find yourself checking the label more often now?
Yeah, definitely. We spent two full days shooting the campaign, so we had a lot of time to talk with the ARMEDANGELS team. I learned a lot about the materials they use, like recycled and organic cotton, and about the production behind DetoxDenim.
One thing that really stuck with me was that they use laser technology instead of toxic bleaching when making denim, which protects both workers and the environment. Since I travel a lot and see places where clothes are produced, I’m also aware of how the fashion industry can exploit people. So wearing clothes from a brand that actually cares and is trying to change things means a lot to me personally.
Traditional denim is often stiff and restrictive, not ideal for someone who loves to move. How did the DetoxDenim feel on your first wear?
Honestly it felt great. The DetoxDenim is super soft and surprisingly flexible. I could move freely in it, which is obviously important for me. No fighting with the fabric at all. The real challenge was dancing fully covered in mud...
How long did it take to wash your hair after the shoot?
Oh my god... Directly after the shoot I was in the shower for about an hour. Then when I came out we still found mud in my hair. So later that evening I had to shower again.
All together probably like three hours of shower time. But honestly, it was worth it!
If we were to ‘detox’ your creative process, what are the messy, non-glamorous parts of being a creator that people don’t see, behind the scenes?
The messy part is definitely the pressure. Since the content is so short, I always have to find new ways to switch things up and keep the concept but add a little twist, like filming in a country I’ve never been to before or trying a new setup. But at the end of the day you can never control how a video performs. And that’s pressure too, because it’s literally my job.
In keeping with the ‘No Dirty Secrets’ mantra, how do you decide which parts of your life to keep private versus what you feel a responsibility to be transparent about with your fans?
I’m pretty open with my fans and I like sharing parts of my life with them. But when it comes to my family, for example, I try to keep that more private. Overall though I like being honest and real with the people who follow me. No dirty secrets!
