Shoppers who visit the East Midlands Designer Outlet dressed all in denim could be in with a chance of getting a discount on major brands at the complex.
They will be eligible for a 10 per cent discount card as part of the centre’s ‘Denim Icons’ campaign - when the iconic style will celebrated from now until 2nd November..
A fashion treasure hunt will also take centre stage, giving shoppers the chance to unlock must-have denim pieces in glass cabinets dotted around the centre.
All visitors to the Pinxton complex have to do is pick up a key, turn it and see if they are one of the lucky shoppers who can open the lock.
An interactive photo-booth will also provide hours of fun during the month long campaign half term, allowing customers to recreate their favourite iconic moments and most stylish denim looks.
These will be shared instantly via social media using #DenimTheIcons.
Maggie Foggett, marketing manager, said: ‘We are thrilled to celebrate all things denim this season at the outlet.
“Denim is a wardrobe staple that is forever stylish, defying decades and trends.
“Denim Icons will give our shoppers the chance to be inspired to wear their denim in a way that is authentic to their style, through exclusive savings and promotions.”