These days, it’s not enough for Jourdan Dunn and Rosie Tapner to look hot in front of a guy with a camera. Nope – in today’s world, models have to pose in front of two hundred people waving iPhones. Or at least, that’s what went down last night during the #denimlovers party at Selfridges.

Confused? Don’t be. To celebrate the launch of their huge Denim Studio, Selfridges went for another world first: the first ever co-created fashion campaign.

Guests were invited on the public photo shoot to take pictures of the girls on their mobiles, to be used in a mass collage for the Selfridges campaign. Photographer Tom Craig directed the madness, with Jourdan and Rosie shaking it to Daft Punk and Robin Thick for an audience of press and industry insiders (hiya, Susie Bubble) – although we have to say, this is the first shoot we’ve been on that ended in a full-on stage invasion.

“We’ll be staying up all night putting the images together,” Craig said, leaving the rest of us were to party on with blue slush puppies and a host of male models in denim overalls. Happy to be blue? Sure. Check out our shots of what went on behind the scenes and at the party.

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