#DenimLovers at Selfridges

Luxury department store Selfridges enlisted “fashion’s top influencers” to part in a co-created campaign at the Old Selfridges Hotel last week to celebrate its new denim studio.

The Denim Lovers campaign, conceived by Selfridges’ creative director, Alannah Weston, and directed by fashion photographer Tom Craig, is being billed as the world’s first co-created fashion campaign, and stars British supermodel, Jordan Dunn along with rising star, 17 year-old Rosie Tapner.

The denim clad models gave the 200-strong fashion crowd, which included fashion blogger Susannah Lau, three-minutes to capture the ultimate denim shot, which was then shared via social media networks including Twitter and Instagram on the night before being sent to the Selfridges team to form a mass picture collage. The final campaign shot will appear online and on digital outdoor billboards across London, Manchester and Birmingham.

The campaign was devised to celebrate the department store’s new denim studio, which features 11,000 pairs of jeans and is officially the largest denim department in the world.

Image/Video: Selfridges