Holt Renfrew is Featuring Consumers and Staff as Models

Past fashion campaigns by Canada's Holt Renfrew featured the world's top models, but for Fall 2015, the luxury retailer is inverting the camera by shining the spotlight on staff and customer models.

Its new ad campaign will feature a mix of Holt Renfrew's staff and customers wearing the newest in fall fashion. The consumers turned models will come from various Holt Renfrew locations in Canada. They were all photographed and profiled in videos talking about their style and sense of community.

The 'All Together at Holts' campaign focuses on "celebrating the incredibly diverse style sensibilities and backgrounds of Canadians and Holt Renfrew shoppers." Alison Simpson of Holt Renfrew wanted to embrace the authentic individuals who allow the store to thrive. The campaign also further emphasizes the store's consumer-centric approach to sales and its ability to foster a community atmosphere.