#DenimLovers - Selfridges

  • Luis Donegan-Brown
  • Sarah McCullough

#DenimLovers was an international campaign during SS13 to launch the worlds biggest denim department at Selfridges London, ‘The Denim Studio’. A 26,000 square foot space dedicated exclusively to denim and listed brands such as Levi’s, Primark, Paige Denim, J Brand, Christopher Kane & more, with price points ranging from £11 to £11,000. I worked as part of a team to deliver the world’s first co-created fashion campaign, in which celebrities, social influencers, friends of the brand and staff were invited to attend and take photographs of models Jourdan Dunn and Rosie Tapner, at a pop-up photoshoot lead by Tom Craig. The images were amalgamated post production and became the hero campaign shots which lead OOH, online, social and in-store advertising.