M.i.h Jeans –
Strategy + Implementation
Image + Casting Strategy
Complete re-brand of this women’s denim brand with its roots in the 70s.
Re-aligning the creative with the target audience – a fashion girl, not a trend follower. Telling stories of modern nostalgia and the London
Objective – To re-invent M.i.h Jeans as a modern denim lifestyle brand, to
re-align the creative to suit their target audience without alienating the existing customer and to re-position them to sit alongside contemporary luxury brands.