Brand Consultancy _ Creative Direction

Cult Denim Project –
M.i.h Jeans
Art Direction, Creative Strategy, Curation +
Spatial Design.

Photography_Colin Dodgson
Styling_Fran Burns

Music_Liam Wade

Celebrating M.i.h Jeans’ 10 year anniversary brought along the Cult Denim Project. A re-release of 10 iconic garments from the brand’s archive. Showcased alongside carefully picked lifestyle brands and artists’ pieces in a one month pop-up in the heart of Soho. Promoted through a campaign and short lo-fi video shot by Colin Dodgson and styled by Fran Burns, fly posted around some of London’s busiest quarters.


Objective: To create a space that epitomises everything the M.i.h Jeans lifestyle is about. The London Denim girl’s home. A space that speaks of art and travel, of vintage meets modern - from the literature on display to the scent used.

Building the Denim Girl’s shoppable home and forming a strong network of collaborators.

An eclectic marriage of influential creatives. Combining modern icons, with vintage classics and custom made with designed retail furniture. 

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© 2020 Toni Din