Halara Unveils YouTube Campaign for Flex Denim
Halara unveiled a new campaign to support its Flex Denim collection.
The campaign showcases the women’s activewear brand’s “upgraded” collection of knit denim.
More from Sourcing Journal
Designed to offer the look of authentic denim with the comfort of leggings, Flex Denim styles include high rise jeans with rolled hem, low rise wide-leg jeans, high rise denim trousers, boyfriend jeans and ’90s cargo jeans. Washes span beige to light blue to distressed dark denim.
The cotton, polyester and elastane garments have four-way stretch for ease of movement and durable wearability. Many of the styles have zippers and have multiple pockets like standard jeans.
The new digital and social campaign amplifies the collection’s flexibility by highlighting five women with different professions and hobbies (a skateboarder, a pilates instructor, a roller skater and two dancers) who all need comfort and style to stay active in their day-to-day lives. Through still imagery and a three-part YouTube series featuring the women, the campaign showcasing how the garments move with their lifestyles.
The addition of denim is expanding Halara’s audience. The direct-to-consumer company went viral in 2022 for its Everyday Dress with built-in shorts. It introduced HalaraMagic Jeans, a line of 58 pull-on denim styles with four-way stretch, last year.
The brand also has a collection of Flex Workpants.
Solve the daily Crossword
