Selfridges' Denim Studio claims to be the world's biggest denim department, spanning 26,000 square-foot of space and diverse brands including Primark, J Brand, Levi's and Christopher Kane.
Fashion magazine, Elle aims to bring the space to life by inviting more than 250 guests to visit its editorial team working behind the scenes, as they give styling tips and curate an edit of some of the 11,000 pairs of jeans and denim accessories available at Selfridges.
The partnership between Selfridges and Elle, brokered by MediaCom, will also include a Q&A session with Elle fashion editors, Natalia Wansborough-Jones and Donna Wallace. Leading America denim stylist and brand owner, Paige Adams-Geller from Paige Denim, will offer expert guidance for finding the perfect pair of jeans.
The in-store activity will be supported by content across Elle's multiple platforms, including print, online (www.elleuk.com) and via social media including Facebook, Twitter, Instagram and Vine.
Activity includes the creation of an online GIF gallery showing Elle editors wearing a carefully curated edit from the Denim Studio, and a bespoke denim edit shot exclusively for www.elleuk.com. Selfridges will also support the event with activity across its website and social media channels.
The overall campaign is expected to reach more than 1.5 million readers and followers in the UK.
Elle editor-in-chief, Lorraine Candy, called the launch of the world's biggest denim department "an important fashion milestone", and added: "Not only will audiences get to see behind the scenes of a fashion shoot for Elle and elleuk.com for the first time, but we'll also showcase the talents and expertise of the ELLE fashion team."