Cult Denim Project –
Art Direction, Creative Strategy, Curation +
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.