Replay were preparing to launch innovative Hyperfree denim at Selfridge’s. How could we generate maximum buzz for the newest member of ‘The Flexibles’ jeans family?

We hosted a glittering international launch event at The Old Selfridges Hotel. Over 650 guests included celebrities, media and industry insiders, with Replay’s ambassadors in starring roles. Footballer Neymar Jr. met with fans on the Selfridges menswear floor, and supermodel Alessandra Ambrosio was interviewed for features in Vogue, Glamour, Grazia, and ES Magazine.