Retail shopping outlets McArthurGlen is to use a denim theme for its first global promotional campaign.
The company has partnered with ELLE magazine for the EUR4 million (GBP3.4m) campaign, which will run across Europe, Brazil, China, Russia and South Korea.
Its focus on denim comes as the outlets sold more than five million denim items last year at its 21 outlets and is one of the biggest trends for the new autumn/winter collections.
“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,” said Julia Calabrese, CEO at McArthurGlen.
The scheme will also include an activity centre named The Art of Denim at its outlets, starting with Luxembourg on 31 August and then visiting each of the outlets up to Vienna (Parndorf) ending 5 November.