Danish fashion brand Only delivers one of the world’s most beloved supermodels Doutzen Kroes to celebrate its 25th anniversary. Posing in Amsterdam, Doutzen wears indigo denim looks married to classic white breezy tops lensed by Asa Tallgard.

AOC must walk our talk, having pledged to not feature denim brands in our blog posts, without the backing of a strong sustainability statement. Only is a brand owned by BESTSELLER, 100% owned by the Holch Povlsen family with Anders Holch Povlsen as CEO. BESTSELLER Fashion Group China is an independent company partly owned by the Holch Povlsen family.

Sustainability statements and values proliferate on the company’s website, but its actual statement on Only’s blue denim is very general. For example: “Bringing Fashion FWD Until We Are Climate Positive, Fair for All and Circular by Design.”

We’re putting Only denim in a “benefit of the doubt” category, due to the implicit endorsement of Doutzen Kroes as the model in this campaign. Doutzen’s commitment to environmental change — like her love of elephants — is total and unwavering.