#denimlovers takes London

ELLE and Selfridges make history

It’s not every day you get to make history. But, thanks to Selfridges, ELLE did just that last night, as we feted the launch of the store’s record-breaking Denim Hall with the world’s first ever co-created fashion campaign: #denimlovers.

Around 250 bloggers, students and fashion-world insiders packed into The Old Hotel in central London to photograph It-models Jourdan Dunn and Rosie Tapner – who returned the favour by papping the crowd, before pulling them on the stage to join them – as part of the innovative venture, the brainchild of photographer Tom Craig.

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But you know all that, right? You’ve seen the Vine, the tweets and the Instagrams. Now, watch the video – and remember to watch out for the final campaign image, which will be hitting billboards in London, Manchester and Birmingham, as well as digitally at Selfridges.com, on Monday.

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