Splash marks entry in denim sector with 'Get Dirty'

11 Apr '12

4 min read

Summer at Splash gets busy as the brand moves forward from a celebration of fashion, the Splash Fashion Paradise, to launch its own denim collection, Splash DNM.

The foundation of the new entry is based on denim and its offering of a broad bandwidth of styles, fits, colours and designs. Providing denim for everybody and being an independent denim category, the collection symbolizes a lifestyle and has an experiential campaign to its credit that was launched on 8th April, 2012 across the Region.

The aptly titled 'Get Dirty' campaign was conceptualized and launched in early February on social media platforms and across various colleges in the UAE inviting a younger audience to be face of the campaign.

To give customers the raw and edgy feel of a denim, 'Get Dirty' was shot in a cement factory in Dubai with a slew of models and the three finalists chosen from almost 8000 entries received on the brand's call to be the face. An extremely believable campaign that gives shoppers something to connect with and talk about, 'Get Dirty' was shot over a period of two days by ace fashion photographer Tejal Patni.

Speaking on the launch of Splash DNM, Raza Beig, CEO Splash & ICONIC, said, “Traditionally denim as a category in Splash was all about brands within Splash and had certain limitations in terms of trends to explore. Given that denim is an iconic, essential part of the modern wardrobe, we decided to tap into this ever growing category by launching a destination that would showcase the newest trends and treatments and would justify the fashion offerings. We developed the range in a way that it would cater to the varied customer of value and fashion shoppers of the brand.”

The trend setting denim collection features an extensive line-up of fits and styles and is available at three price points' basic, mid-price and high fashion. Focusing on the 5F's, the DNA of Splash DNM is fabric, fashion, fit, feel and finish. High on quality and inner finish, the collection showcases the season's key denim trends. Raw and Rinse which has the feel of a Worker's denim is a big trend and so are Coated denims in the trendiest finish while Vintage wash denims in black and extreme blue remain strong.

Super Stretch Fabrics in ladies denim are the flavor of the season while men wear light weight and soft denim fabrics which are perfect for the summer. To complete the entire denim feel, the category also features a fresh colour palette of yellow, blue, green and red colour denims.

Splash DNM will also feature a concept line of Heat Sensitive Denims that change color when subjected to body heat. A very special product, Splash DNM will be the first to introduce this in the market. The brand has also incorporated a lot of add-ons in terms of belts, chains and suspenders..

Talking about the direction of the campaign, Raza, said, “The 'Get Dirty' campaign is not just about jeans, it is about a lifestyle.We wanted to do something unique to launch this category and since denim is all about youth, there was no better way to present the brand than by engaging them to be a face of the brand. The search for the faces received an overwhelming response and we shot the campaign with a great mix of professional and fresh faces. The creative concept is not only appealing but also brings forth the rugged in the wearer. The final looks which we have unveiled are bound to get the consumers excited and they will love the way their bodies will look in Splash DNM.”

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