Selfridges’ Denim Lovers Initiative

BATD ON Jun 21, 2013 AT 1:57 pm

Selfridges London commanded a whole army  (200 to be precise) of denim-clad fashion industry influencers to the Old Selfridges Hotel last night for two world firsts; the opening of the world’s largest Denim Studio and the first ever co-created advertising campaign #denimlovers.

Jourdan Dunn and Rosie Tapner @weknowwhatyoudid #denimlovers

>Now open, Selfridges’ Denim Studio boasts 26,000 square foot dedicated to a high-low mix of designer and high street brands, denim-specific labels and making it the go-to destination internationally to find the perfect pair of skinnies, washed-out denim jacket or visit the Denim Tailor to cut your jeans to immaculate fit. And what better way to celebrate, and showcase, the new space, than another world first – the innovative #denimlovers campaign as conceived by creative director Alannah Weston?

The 200 hot-shot denim-wearing fashion insiders surrounded a shoot-space where top Brit model Jourdan Dunn and current one-to-watch Rosie Tapner were being shot live by renowned photographer Tom Craig, and, as part of the #denimlovers initiative, were required to partake in the ultimate audience participation, snapping away themselves on their phones, as part of a mass collage that will (on Monday) make up the final imagery for the campaign.

Selfridges #denimlovers initiative

For more info and pics head to

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