Denim Lovers Launch Event at Selfridges
By Samuel Trotman

Selfridges invited London’s most stylish denim lovers to take part in the first ever co-created campaign for the newly launched Denim Studio.

Jun 24, 2013


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.

Subscribe to WGSN

Get more Denim insights as a WGSN subscriber

Related stories

4 photos
This is how your jeans will look come summer 2018

4 photos
London's new immersive art exhibition invites you to step back in time

3 photos
The Common-Folk: Mixing Japanese tradition with modern design

handbags and accessories
1 photo
Selfridges’ handbags and accessories area to triple in size

44 sec
Ian Berry Presents: Behind Closed Doors & My Beautiful Laundrette