Premium denim favourite, Citizens of Humanity has launched a new year-long campaign with a host of celebrity participants, featuring online videos profiling their inspirations and careers with the premise that they are ‘Just Like You’.
The ultimate message, that we are all united as ‘Citizens of Humanity’ is at the heart of the project, which has so far attracted participants including Mikhail Baryshnikov, the renowned ballet dancer and actor who starred as Aleksandr Petrovsky in ‘Sex and the City’.
The latest star of the ‘Just Like You’ campaign is Helene Darroze, the prominent French chef, who is participating in the project on behalf of ‘Afghanistan Libre’, an organisation which works in support of women in Afghanistan. As with other participants to the project, Darroze has designed a T-shirt for the campaign, the proceeds from which will all go to her chosen charity.
Drapers attended a special lunch at the Connaught hotel, where Darroze has a Michelin-starred restaurant, to celebrate the launch of her featured video. Attended by a host of fashion personalities, including Brix Smith-Start and Joan Burstein of Browns (otherwise known as Mrs B), the lunch comprised of a menu designed by Darroze, featuring some of her favourite dishes. Speaking at the launch, Darroze spoke of the ‘inspiring’ nature of the campaign and her pleasure in being able to support Afghanistan Libre.
The campaign will no doubt create a buzz around the denim heavyweight, which is already has a strong celebrity association, with fans including Rihanna. The ‘just like you’ element is a nice touch, playing up to the name of the brand and hopefully opening it up to a wider market. Despite all being ‘citizens of humanity’, not all citizens can afford the higher price points of the premium jeans, yet the campaign’s emphasis on the creative process highlights the craftsmanship of the product, which should not be overlooked. Overall, it’s a clever marketing strategy and one which has been produced to a high-standard, plus the drawn out aspect of the project will maintain interest throughout its twelve month run.
To see videos by previous participants, visit http://www.citizensofhumanity.com/#!justlikeyou