David Jones has revealed a new multi-platform youth-focused fashion campaign called ‘Denim Destiny’ to celebrate its unparalleled portfolio of denim brands.

In addition to the above-the-line component, the next month will see David Jones execute a number of customer activations and experiences both in-store and online, dedicated to this wardrobe staple.

Highlighting this season’s denim trends, Denim Destiny centres around a mini-catalogue that acts as a guide to help consumers unlock and enhance different aspects of their personality by finding the perfect denim. It is comprised of 24 striking images featuring David Jones youth ambassador Montana Cox along with models Rob Moore and Victoria Lee. The models are pictured against an arresting black and white geometric backdrop, in tarot-inspired poses to represent the various ‘denim personalities’ including The Lovers, The Empress and The Dreamer.

The full ‘Denim Destiny’ guide is running as an insert in Elle magazine and hero images from the series are also being used in various youth fashion print and online executions over the month. The campaign creative will also carry through to in-store where it will inspire a series of windows and be represented on the shop floor.

To drive further engagement with the youth audience ‘Denim Destiny’ campaign will be bought to life via a personalised digital experience. Customers can identify their denim destiny by selecting the personality traits they most identify with and then share their destinies via their social media channels or click through to purchase via the online store.

In-store theatre will provide another touchpoint for customers, with selected stores featuring a pop-up bar, DJ, denim-clad dancers and a Napoleon Perdis Denim Beauty Bar. AG Adriano Goldschmiedwill be bringing to life the global ‘Ballerina Project’ with a live ballerina installation in the Elizabeth Street store on Thursday, 4th March from 5.00pm to 7.00pm. Meanwhile Levi’s® will offer a free customisation service at the Levi’s® Tailor Shop in the Market Street store for anyone who purchases their products from 1st – 8th March.

David Jones general manager marketing and communications, Victoria Doidge said, “The denim campaign is an important component of our youth marketing strategy. From the development of the ‘Denim Destiny’ creative concept to the interactive digital element and the in-store eventing it has been approached with a young dynamic consumer in mind.

“We’re excited to launch a sexy campaign that really speaks to our unrivalled selection of denim.”

Image via Retail Design Blog.