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HIGH STREET MEETS HIGH FASHION:  Tu Clothing launches fashion forward denim collection


Over the years, Tu has gradually been elevating its fashion credentials. As a supermarket brand, this isn’t traditionally a space they can play in, but with a range of stylish, on trend and new look denim, we needed to change perceptions and promote the brand as the destination for stylish yet affordable denim pieces for spring.



We approached the brief in three ways to maximise results. We tapped into the insight that denim has transcended its roots as ‘just jeans’. Today, it’s a versatile and stylish powerhouse, making appearances even on the red carpet. 

New data revealed that 45% of people said they would wear denim into the office, with 13% saying they’d style pieces for a job interview! Oh how times have changed.

To showcase Tu’s denim range in an elevated way, we partnered with luxury lifestyle platform SheerLuxe, highlighting how the Luxe Girls would style the new collection, and hero-ing current trends including the barrel jeans. The partnership consisted of a photo shoot, a BTS styling TikTok piece as well as a standalone article covering the collection.  This positioned the collection as fashion forward and helped us reach a trendsetting audience. 

We needed to get our trending denim into the hands of influential fashion and lifestyle creators. Through sending a collection of hero products to style for fashion week and beyond, they brought the true versatility and high end aesthetic of the range to life, creating a ‘viral’ moment. Plus, celebrities like Alison Hammond and Roxy Shahidi are now proud owners of some of the new pieces too.



Our partnership exceeded all Sheerluxe benchmarks by 56% across the online news article, newsletter and TikTok content. Plus, Google Trends data showed a +75% rise in searches for ‘Tu Denim’ between 25th – 27th February, in line with our SheerLuxe article going live.

Our denim press office programme enabled us to secure a double page feature in The Times print and online, with Tu being the only high street brand featured, truly delivering on brand objectives to elevate the brand’s perception from high street to high fashion. 90% of coverage included a link to purchase, and 80% included product imagery showcasing the products in all their glory.

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