British lifestyle brand White Stuff has launched a new spring campaign that puts the spotlight on its latest denim offering – shot with some of its own customers – with a focus on fit and quality.
The move to celebrate its denim – and the people who actually wear its jeans – comes off the back of customer feedback on the White Stuff website, which has seen 640 five-star reviews across its different styles of jeans.
While White Stuff is not necessarily known for its denim, the new campaign aims to change that with a celebration of the variety of jeans on offer, presented through customers Sue, 68, Isser, 46, Jordan, 35, as well as “friend of the brand” Charlotte, 40.
Victoria Barrio, Head of Brand at White Stuff, said: “This campaign is about celebrating real people and the jeans that define their everyday wardrobe. Our denim is crafted and tailored for real bodies and lifestyles, and who better to share this message than our very own customers.”
White Stuff’s new denim range launches with five hero styles: ‘Tia’, ‘Tia Cropped’, ‘Aubrey’, ‘Ayla’ and ‘Bailey’. Each pair of jeans is made from 20% recycled cotton and 79% organic cotton, forming part of the brand’s ongoing commitment to sourcing natural fibres in its supply chain.
Lisa McQuilkin, Ethical and Technical Manager at White Stuff, said: “Our expert denim fit process works on a per-style basis, shaped by the unique characteristics of each wash and design. Every pair is precisely adjusted with our customers in mind, delivering everyday comfort, longevity and a fit that lasts.”
The new campaign will appear on paid and owned channels throughout the UK, including digital out-of-home (DOOH), in 107 White Stuff stores, paid and organic social media and the White Stuff website.
In December, White Stuff, which was acquired by Hobbs, Whistles and Phase Eight owner TFG London in October 2024, opened a new 1,302 sq ft store at Birmingham Grand Central Station – ccontinuing its “ambitious” store expansion across the UK having already opened eight new stores in 2025.
The new Birmingham location marked the brand’s 119th UK store, with more planned to follow in 2026 in city centres, shopping malls and retail parks across the UK.