High street retailer Warehouse has invited customers to become a photographer of its new spring/summer 14 collection, with model turned photographer Helena Christensen on-board to inspire would-be snappers.
Christensen, who has starred in campaigns for the likes of Revlon, Chanel and Victoria’s Secret, has shot a series of 12 images of girls documenting their lives with cameras whilst wearing the collection and now a competition asks customers to become the photographer of the last look of the campaign.
“I’m personally very excited that there is some photographer out there who's going to do the 13th shot of the campaign that I just finished shooting,” said Christensen.
On 22 March 25 winners will join Christensen behind the lens, on set, where they’ll have the chance to learn from her. Each winner will then pick up the camera, direct the model, take the shot and see their work feature in store and online.
Paula Stewart, branding director, Warehouse, commented: “Everything we do puts our girl and her urban life at the centre of Warehouse and this campaign now gets her behind the lens. The Brooklyn Brothers have been great partners in helping us further evolve our brand.”
Creative agency The Brooklyn Brothers has helped guide the campaign and in addition to the competition element has created a ‘Fashion Shooters Festival’ dedicated to fashion and photography at The Loading Bay in The Old Truman Brewery.
Jacky Stevenson, managing partner at The Brooklyn Brothers, added: “Modern women are documenting their lives more than ever. Wherever they go, whatever they get up to, you can be sure they’re shooting it and sharing it. We tapped into this insight, enabling this fashion conscious audience to take ‘documenting’ to the next level.”
Christensen’s initial 12 images will also appear in store, online and in press.