McArthurGlen has launched its first global campaign, titled The Art of Denim, supported by print, digital and outdoor advertising in media across Europe.
The €4m campaign will run across Europe, Brazil, China, Russia and South Korea, in a bid to highlight McArthurGlen’s 21 Designer Outlets.
The campaign centres around a partnership with Elle Magazine. The retail outlet took commissioned a 12-page supplement in the Italian, UK, and Greek October issues of Elle, inviting readers across Europe to ‘discover’ The Art of Denim. Multi-page advertorials have also been taken out in the Brazilian, Chinese, Korean and Russian editions of the magazine.
Continuing the partnership, McArthurGlen will launch The Art of Denim Award later in September to select the best denim stylist in all the participating countries. Between 16 September and 10 November, participants will be able to upload their denim styling pictures to the Art of Denim/Elle website with the chosen winner styling a fashion shoot in the February issues of the magazine.
As part of the activity, every store will also host special promotions, including denim hubs, with tailoring and styling services, as well as discounts on denim lines.
“The Art of Denim is a tribute to an iconic fashion staple that rides through seasons, years and decades – a faithful friend and a key foundation of everyone’s wardrobe,” said Julia Calabrese, McArthurGlen’s CEO.
“The campaign is also about making shopping fun and stimulating, creating a retail experience rooted in fashion history, and one that reflects that our centres offer the most sought-after names in the world of fashion. It also comes at a time when denim continues to be a huge trend for the Autumn/Winter collections,” she added.