Helena Christensen Brings Her Signature Style to Rolla’s Jeans’ New Campaign
Supermodel and photographer Helena Christensen takes center stage in Rolla’s Jeans’ latest and most ambitious campaign, reinforcing the Australian brand’s evolution in the denim world. The collection highlights the Gigi Barrel Jean in its new Helena Rinse shade, a deep, elegant wash that embodies the timelessness and versatility of denim.
For Sarah Gilsenan, Rolla’s creative director, Christensen has long been a source of inspiration: “Her natural beauty and effortless glamour make any outfit, from an evening gown to a pair of jeans, look both sophisticated and relatable.” The campaign, one of the brand’s biggest to date, will be featured across digital media, social networks, street posters in New York City, and a massive billboard in Times Square.
Co-founder Rich Bell emphasized the significance of this collaboration, noting that it marks a pivotal moment for the brand: “We’ve worked with names like Sofia Richie and Phoebe Tonkin, but having a fashion icon like Helena Christensen solidifies our identity and heritage in denim.”
Beyond being the face of the campaign, Christensen played an active role in the creative process, collaborating on the selection of photographer Kat Irling, as well as the art direction and styling. Alongside her best friend and stylist Camilla Staerk, she blended Rolla’s aesthetic with pieces from their own label, Staerk&Christensen, crafting looks that reflect her distinctive style.
“Working with a trusted team changes the dynamic of a shoot. It felt more like a creative day with friends than a traditional production”, Christensen explained, highlighting the project’s authenticity and close-knit collaboration.
The campaign also underscores the significance of the Gigi Barrel Jean, a contemporary and flattering silhouette that, according to Gilsenan, is one of the strongest denim trends in recent years. Available worldwide in stores and online, the collection captures fashion in an elegant yet relaxed form.
A true denim enthusiast, Christensen continues to explore her personal style, alternating between oversized jeans and ’70s-inspired denim skirts. With this collaboration, she reaffirms her status as a timeless style icon and a muse whose influence transcends generations.
