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| Image from The Art of Denim campaign |
The Euro 4-million campaign will run across Europe, as well as in Brazil, China, Russia and South Korea, countries that are home to an increasing number of global travellers shopping at McArthurGlen's 21 Designer Outlets in eight European countries.
Last year, McArthurGlen's centres sold more than five million items of denimwear - that's nearly 600 for every hour of the year.
The Art of Denim, which is being launched in partnership with some of the world's leading names in denimwear, will open on 31 August at McArthurGlen Designer Outlet Luxembourg, and will run throughout the autumn season until closing on 5 November at McArthurGlen's Designer Outlet Parndorf near Vienna (see page 3 for full details of dates).
To bring alive the 'art of denim', every centre will be hosting special activities during the promotion, including specially created denim hubs, with tailoring and styling services, as well as further savings available on denim lines, in addition to the year-round savings of 30-70 per cent.
Julia Calabrese, McArthurGlen's CEO, says: "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.
"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."
As part of its global launch, the promotion will feature in a special 12-page supplement inviting readers to 'discover' The Art of Denim in the October issues of ELLE's international editions in Italy, the UK, Germany, Greece and the Netherlands, as well as multi-page advertorials in the Brazilian, Chinese, Korean and Russian editions of ELLE.
The supplement will tell the story of denim, as well as featuring the Denimistas (special celebrity looks), a 'Look & Yearn' and 'Pick & Mix' of star buys, all set to go with the season's looks of luxe leather and animal prints, as well as ideas on finding the perfect denim match
At the same time, in partnership with ELLE, McArthurGlen will launch The Art of Denim Award 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, to be advertised in the October issues of the nine participating international editions of ELLE. The winner, chosen by a specially selected jury, will style a McArthurGlen fashion shoot to appear in the February issues.
The Art of Denim campaign will also feature in McArthurGlen's Autumn/Winter advertising campaign, supported by print, digital and outdoor advertising in media across Europe.
McArthurGlen - fibre2fashion.com
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