To raise awareness of the new 501s whilst re-establishing the 501’s cultural relevance amongst stylish women, ELLEUK and Levi’s formed an original and engaging partnership. ELLE created a stylish interactive media first, running across all platforms, making innovative use of paper, tablet and digital technology. The integrated campaign allowed ELLE users to interact with the Levi’s range and create their own customised fashion looks. In addition, elleuk.com organised a competition for its online users.