Mar 23, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Last Thursday, Selfridges invited London’s most stylish denim lovers to take part in the first ever co-created campaign for the newly launched Denim Studio. Stylesight’s denim team was lucky enough to be invited down to the party and shoot models Jourdan Dunn and Rosie Tapner in this explosive denim takeover.
To mark the opening of the Denim Studio, the largest denim destination in the world, Selfridges celebrated with an event like no other – a co-created ad campaign that saw some of the fashion industry’s biggest denim obsessives to shoot two of the hottest models of their generation as part of the Denim Studio’s opening campaign. The innovative #denimlovers campaign, conceived by Selfridges’ Creative Director Alannah Weston and directed by fashion photographer Tom Craig, invited 200 of fashion’s top influencers and photographs to the Old Selfridges Hotel to celebrate the iconic status of denim and become fashion photographers themselves for the evening. The rules were simple: bring your own camera or phone, wear denim and photograph everything.
From denim-obsessed Bip Ling to internationally renowned blogger Susie Bubble, the denim-clad crowd gathered in the warehouse space where they were treated to some all-American pre-shoot snacks like mac n cheese, peanut butter milkshakes and denim-inspired blue slush puppies, as well as other entertainments like a Ciaté denim manicure bar and denim photo booth.
With the stage set and music ramping in anticipation, the denim power players took their positions around the central stage where famed photographer Tom Craig introduced the campaign’s stars: British supermodel Jourdan Dunn and rising star, 17 year-old Rosie Tapner. Looking every bit denim icons in J Brand and Levi’s, the girls posed and danced around the stage for three minutes as the crowd captured their ultimate denim shot. Guests were asked to upload and email their photos to an image bank which would be compiled to create the denim lovers campaign that would be seen across billboards throughout the UK.
To see the best of the coverage, take a look at the video below and head over to Selfridges where you can read more and see all the action.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.