#DenimLovers takeover: Selfridges makes fashion history taking part in world’s first co-created campaign

In conjunction with the London store’s impressive new Denim Studio, Selfridges staged an intuitive denim takeover as they shot the industry’s first ever co-created campaign entitled #DenimLovers. Enlisting assistance from models du jour Jourdan Dunn and Rosie Tapner, the initial advertising concept migrated towards a sensationalised pop-up gig, with around two hundred guests instructed to attend equipped with an arson of camera phones ready to participate in some after-dark amateur photography. The antiquity of the Selfridges Hotel provided a backdrop canvas for the flashbulb bravado as it was transformed into a makeshift studio for the collaborative campaign. The series of shots taken by the snap-happy crowd was directed by photographer Tom Craig and will be presented on the Selfridges website on Monday 24^th June.

The new Denim Studio – open now – is a two-month, storewide celebration of the veritable fabric. The store’s largest ever womenswear investment project will impressively span 26,000 feet, featuring 11,000 pairs of jeans from across 60 different brands, culminating an unbeatable selection of the elusive bottoms and other blue-harboured garments. With pricing starting at a mere £11 to a fully-committed £11,000, the array of the iconic treated material represents the recognisable powerhouse demographic whilst nurturing production from emerging talent, igniting this treaty of heritage facades contrasted against contemporary innovations.

Skinny-cropped little black jeans from J Brand, contrast-strap denim dresses from Roland Mouret, dungarees with a turn-up leg from Citizens Of Humanity, western-inspired bootcut flared jeans from Roberto Cavalli, and a denim hat complete with pussycat ears from Maison Michel, assists in providing a clear demonstration of the Denim Studio charisma. With innovative execution in configuring a campaign and a defiant showcase of denim exclusives, the #DenimLovers project is a laundered stroke of jean-ius.

Ben MacDonald

The #DenimLovers full campaign can be seen on the Selfridges website from Monday 24^th June.