You always remember your first—first kiss, first love, first job, first apartment—and Dr. Martens is banking that on that list of first reminiscences, you’ll fondly recall your first pair of Docs. (I personally remember getting detention for wearing a pair of the label’s oxblood combat boots with my Catholic school uniform.) Those epic firsts are the theme of the British brand’s fall “First and Forever” campaign, and to celebrate it, DM enlisted street-style power couple Scott Schuman and Garance Doré to host a breakfast and share a few of their own.
Or not, as the case may be. “I’m not going to talk about my first love,” Doré declared. (Following a nudge, she admitted, “Actually, Scott is the first.”) But she did go on to tell a laugh-a-minute story about her first big fashion spread—for French Elle—which she shot while still a relative novice. After breakfast, Schuman recalled to Style.com the first time he felt part of the fashion world. “I was walking in Paris and a big black car pulled over to me. The window rolled down and Carine [Roitfeld] stuck her head out and pointed at me. She said, ‘You, I like your pictures very much,’ then drove away.” He also had a first coinage to share: “fashion-week photographers,” which he think should replace street-style photographers as the working designation for those snapping away during fashion week. “They just take pictures at the show and then stretch posting them for a few months until the next set of shows,” he said. “I’m out on my bike riding around every day, looking for something new, not just editors wearing the latest Celine.”
Continuing the theme, Dr. Martens CEO David Suddens took the occasion to debut a short film called First Heartbreak, starring Agyness Deyn and Ash Stymest (who make a very handsome couple). This short accompanies the print ad campaign lensed by Gavin Watson, who is noted for his gritty portrayal of British youth subculture. Dr. Martens will also encourage users to share their own firsts on its various social media outlets.