David Jones is taking customer experience to a new level to celebrate Levis’ new brands like Rag & Bone with a multi-platform campaign.

Running for three weeks, David Jones has signed a partnership with Visual Jazz Isobar to create the denim marketing campaign that will deliver an omni-channel experience across press, outdoor, experiential, in-store and digital.

“For us, this campaign isn’t just about advertising denim but really adding value to the customer experience online and in-store. The focus has been on using digital technology and content to fast track people on their journey to find their perfect pair of jeans and ensure they have fun along the way,” Hannah Donovan, associate planning director at VJI, said.

“We’re extremely proud of this campaign; it’s exciting to see an Australian icon like David Jones change things up and become more experimental.”

David Jones stores will come to life with a range of in-store theatre. Customers can become part of the denim campaign by participating in the interactive dressing rooms, designed to take a photograph of you in your best denim ensemble to then to then upload and share with friends via social media channels such as Facebook and the David Jones dedicated URL denim.davidjones.com.au

Extending beyond the David Jones stores, special David Jones denim pop up bars will be launched in Westfield Sydney and Bondi Junction. Fashion Advisors will also be on hand, equipped iPads filled with a range of denim options for you to source the looks you love.

The campaign will also see an exclusive collaboration with Style Me Romy, renowned stylist and creative consultant, Romy Frydman, who will offer style advice on how to wear your favourite pair on Style Me Romy and David Jones’ ‘Black and White’ blog as well as making an in-store appearance for one on one consultations.

“The denim campaign is an exciting new venture for David Jones and we are delighted to celebrate this iconic wardrobe staple as well as David Jones’ unparalleled Australian and international denim collections,” David Jones group executive of merchandise Donna Player said.

“We have approached this campaign with unique and new concepts on every level from engaging our customers with heightend in-store experiences and theatre to detailed digital integration and interaction.”