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Thursday, 6 June 2013

Selfridges Denim Store: Jeanius Bar Launch

Over the past month I've been working closely with Selfrdges to launch their latest project: The Denim Studio. Photographing hundreds of citizens across London, I've captured many ways of wearing denim from super skinnies with spray on jeans to workwearers with classic Americana styling...I've witnessed it all. 

This week Selfridges opened the Denim Studio in their Oxford Street store, featuring a huge selection of brands including J Brand, HudsonRag and Bone and True Religion, as well as vintage denim sold by the kilo. The 26,000 sq foot experience even has over 50 dedicated denim experts but this breathtaking array is only just the beginning. At the back of the 3rd floor between the personal stylists and bespoke tailors, you'll find the piece de resistance - the Denim Studio Jeanius Bar. The Jeanius Bar is an interactive table, similar to a huge iPad, which not only showcases fit guides and shopable items but it also has a variety of street style images captured by yours truly, to help inspire your choice of denim. 

Over the next few weeks I'll be posting highlights from my denim search but would thoroughly recommend heading in-store to experience the Jeanius Bar first hand. For now, here are some photographs from around the store as well as a short video I took to showcase my work in action.

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