David Jones has launched its multi-platform interactive youth fashion campaign titled "#WeAre" to promote its stable of youth fashion category designers, including Cameo, Finders Keepers and MinkPink.

According to David Jones CEO and managing director Paul Zahra, the company’s youth fashion category has experienced significant growth over the past three years and is becoming an increasingly significant target market for the business.

"As part of our Future Strategic Direction Plan we set out to identify and target new customer groups and to focus our attention on becoming more "customer-centric" in the way we interact with customers,” he said.

"We identified the Youth Fashion market as a true opportunity for David Jones. In addition to refining our offer to ensure we offer the fashion brands that this customer wants, we have been focusing on engaging with these customers in a manner that they can relate to.”

As part of the #WeAre campaign, the company has launched its first shoppable video. The video content is inspired by the campaign’s five key hash tags (#WeAre – Bold, Stylists, Wild, Dreamers or Rebels) and showcases a range of different looks from David Jones’ youth fashion brands.

The 45-second video allows viewers to click on the products featured and be taken directly to the product page on the David Jones webstore where they can purchase the item. The user is also invited to choose a hashtag that they would like to view and allows them to control their video experience.

According to the company, the #WeAre campaign concept is based on self-expression as opposed to a particular brand dictating a message. The campaign's objective is to invite young Australians to express themselves in their own unique way, reflecting this demographics’ diverse range of attitudes towards fashion and style.

Customers will be invited to be part of the #WeAre campaign via a user generated social media competition that will run across Instagram for the duration of the campaign. Customers will be encouraged to share a photo of their fashion style that aligns to one of the campaign hash tags and go into the draw to win David Jones Gift Cards.