Denim customisation was a massive trend in 2016, and it looks like it's here to stay. We're seeing patches, embroidery, applique and hand-drawn elements all over the catwalk. Embracing this trend, and the opportunity for customers to have their own personalised fashion, John Lewis opted for a Denim Customisation Workshop to celebrate their new denim range, And/Or.
Willa Gebbie was invited to create hand-painted denim for customers, using permanent fabric paints. The workshop also offered embroidery, patches and ripping and tearing by the amazing Hand and Lock.
Willa's paintings were stunning, and really drew people in, coming to watch her as she painted, and discovering the And/Or brand in the process.
John Lewis had a great approach to the event; maximising the communication through a Grazia reader party, and through great use of visual merchandising. They really shouted about the customisation, even having a window dedicated to it.
Here's some pictures from the Grazia party, with thanks to John Lewis.