Selfridges enlisted 300 London creatives to shoot a new campaign for its celebration of denim.
The Denim Lovers initiative to mark the department store’s new denim department was conceived by photographer Tom Craig in collaboration with Selfridges’ creative director Alannah Weston.
Images for the campaign starring Jourdan Dunn and Rosie Tapner were shot by a 300-strong crowd on June 20 in the Old Selfridges hotel and will be seen online and at digital outdoor billboards across London, Manchester and Birmingham.
The crowd, which included bloggers Bip Ling, Susannah Lau and Orphelia Horton plus Fashion East director Lulu Kennedy, were invited to take pictures simultaneously. The images were then downloaded and processed to recreate the campaign scene.
The Denim Lovers celebration will run in Selfridges until August 24, with the store’s atrium filled with denim installations. More than 125 exclusive products have also been created by brands to support the initiative.