As part of the 360 partnership, ELLE will bring its new fashion cupboard to life inside the world’s biggest denim department for a Denim Lovers event on June 26. More than 250 guests at the Denim Studio will get to see the ELLE fashion team at work behind the scenes, as they give styling tips and curate an edit of some of the 11,000 pair of jeans and denim accessories available at Selfridges.
The in-store activity will also be supplemented across ELLE’s multiple platforms, including print, online and via social media including Facebook, Twitter, Instagram and Vine. Activity includes the creation of an online Gif gallery showing ELLE editors wearing a carefully curated edit from the Denim Studio, and a bespoke denim edit shot exclusively for www.elleuk.com. Selfridges will also support the event with activity across its website and social media channels.
Guests will also be invited to take part in a Q&A session with ELLE Fashion Editors, Natalia Wansborough-Jones and Donna Wallace, while leading America denim stylist and brand owner, Paige Adams-Geller from Paige Denim, will offer expert guidance for finding the perfect pair of jeans.
The overall campaign is expected to reach more than 1.5 million readers and followers across the UK.
ELLE is the most digitally innovative luxury fashion magazine in the UK market place today, says Hearst, and is renowned for its ground-breaking brand initiatives, from announcing David Beckham as the first Male cover via social media, to creating fashion bursaries for young designers with the ELLE/Cointreau bursary.
ELLE claims to have more fans (657k) on Facebook than any other UK fashion magazine, and its total social media following across Facebook, Twitter, Instagram and Pinterest is more than 1.3 million. ELLE’s Facebook and Twitter posts ‘From The Fashion Cupboard’’ - images of the latest fashion accessories and clothes from leading designer labels - are among the most popular.
Selfridge’s Denim Studio, the world's biggest denim department, has a dedicated 26,000 square foot space which houses thousands of styles, hundreds of exclusives and the best designer brands, from Primark to J Brand, Levi's to Christopher Kane.
The partnership between Selfridges and ELLE has been brokered by Mediacom.
ELLE Editor-in-chief, Lorraine Candy, says: “This unique partnership with Selfridges enables us to bring the ELLE brand to life for more than a million readers, digital followers and consumers. Not only will audiences get to see behind the scenes of a fashion shoot for ELLE and elleuk.com for the first time, but we’ll also showcase the talents and expertise of the ELLE fashion team in. The launch of the world’s biggest denim department is an important fashion milestone and we’re delighted to be partnering with Selfridges on such a momentous occasion.”
Selfridge’s Womenswear Buying Director, Sebastian Manes, says: "To launch The Denim Studio, we wanted to do something that would be noted as a game-changer, involving great imagery and social media, which is why ELLE is the perfect partner. We have gone to great lengths in order to secure exclusive product with the brands that we stock both within the denim sector but in the wider fashion arena too. Denim is so democratic and we really wanted to reflect that on the shop floor and echo this in the campaign too."
