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Selfridges Denim Lover Launch

British department store Selfridges is always at the forefront of the most creative fashion campaigns, so when it came to the launch of its new denim collection, they just knew that they had to do something innovative that had never been done before.

Selfridges decided to go beyond the photograph and opened up its studio’s doors to three hundred people all with their own cameras. As the models, which included one of the most sought-after models of the moment, Jourdan Dunn, showcased the finest of the collection’s denim pieces, the crowd snapped away. The end result? A mosaic inspired picture comprised of the crowd’s shots. Well done Selfridges for creating the world’s first ever co-created denim campaign.

Selfridges Denim Campaign

Selfridges Denim Campaign

Selfridges believes that denim represents democracy in fashion, it always looks stylish and never goes out of fashion but in order to spice up its denim offerings for this season, Selfridges got some of the world’s leading designers on board, which includes Stella McCartney, Richard Nicoll and Alexander McQueen. The designers have chosen some of their own signature pieces and reinvented them in denim to form the Denim Lovers collection. Plus, it’s not just apparel that’s being transformed, as it also includes homeware and accessories.

          Stella McCartney denim bag  Roland Mouret denim dress

Stella McCartney has chosen to make over her own Falabella shoulder bag in denim, £695, whilst Roland Mouret has transformed his Contrast strap dress, £995. Collaborations like these just make denim all the more cool to wear.

You can check out the end result of their denim campaign or even shop the collection on Selfridges’ site.