Three premium denim brands - Joe’s®, Hudson® Jeans and DL1961 Premium Denim have joined the campaign to get the word out to millennial consumers about where they can find these best-fitting jeans. The initiative with COSMOPOLITAN includes an eight-page “Jean Scene” insert in the October edition of COSMPOLITAN featuring millennial actresses from several popular shows on the CW Network wearing the jeans, a Tweetstakes contest for a chance to win jeans from the premium brands, consumers can also access a Behind-the-Scenes video to hear what the actresses had to say about the jeans, and a popular blogger styled looks with each of the premium brands for posting to her social sites.
A denim-specific hashtag #LYCRAmovesDENIM was created to start the movement on our new Instagram and Twitter social sites (@LYCRAbrand).