Boohoo.com brought the girls next door into the spotlight with their global back-to-school campaign, #ALLGIRLS.
Wanting to represent a wide range of females– girls of all different shapes, sizes, colors and personal styles– boohoo.com launched the #ALLGIRLS campaign. The social media contest, which was posted on Instagram to their 1.5 million followers, was a very different type of models search. Any girl could apply by posting a full body and face shot on their Instagram account, tagging @boohooUSA, and writing a brief description of their personal style with the hashtag #ALLGIRLS.
Not only did the lucky winners snag a starring role in the brand’s campaign, but they also got an all-expense paid trip to New York for a photoshoot, monthly boohoo.com credit for a year, and a party in each of their respective cities. In the end, Manuela Casilla, Samantha Edwards, Angel Colbourne, and Shateka Barnes were chosen to represent boohoo.com!
Boohoo.com decided to do their photoshoot in various different locations in Manhattan– from city streets to skate parks– so that each girl could show off their individual personality and style. Some of the fall trends highlighted in the shoot that any girl can try were denim, layering, and plaid.