Aussie fashion retailer General Pants Co. unveils seasonal 'Denim, it's in our veins' campaign

6 (1).jpgAustralian fashion retailer General Pants Co. has released its seasonal denim campaign.

"Denim, it's in our veins" was photographed by Levon Baird and features a tribe of models wearing the new season must-have denim styles by brands including Dr Denim, Insight, Ksubi, Lee Denim, Neuw Denim, Nudie Jeans, Rolla's and Wrangler. Featured in the window of 53 stores throughout Australia, the models have IV drips to represent blue denim running through their veins. The concept stems from General Pants Co. having been established as a denim specialist since 1972.

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The 'phygital' strategy for "Denim, it's in our veins" incorporates campaign creative throughout its bricks and mortar along with video and still integration throughout its e-commerce platform and social channels.

The denim campaign has tapped into the next gen of Australian talent and will give audiences an intimate insight into the role of denim in their lives. ARIA award winning musician Montaigne, actor Sean Keenan, youth content creators Culture Machine, surfer Alex Hayes and style influencer Rachel Tee Tyler talk about the denim trend they relate to and how it's part of their day-to-day activity.

The irreverent retailer also proves its finger is firmly on the pulse of the "power-middle" with a program that will see more than 50 influencers post their favourite denim from the range to Instagram, alongside the hashtag #webleedblue.

To maximise CRM and drive data growth, General Pants is giving one customer signed up to their member program the chance to win a pair of jeans from every brand featured in the collection.

2 Comments

CREATIVE said:

Wrong blog?

CLIENT said:

@CREATIVE what blog should we be looking at for your work then?

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