# Transformed Customer Models Holt Renfrew is Featuring Consumers and Staff as Models By Christopher Magsambol | Published 2015-09-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-campaigns References: [marketingmag](http://www.marketingmag.ca/advertising/holt-renfrew-turns-the-lens-on-its-community-156538) & [alltogether.holtrenfrew](http://alltogether.holtrenfrew.com/) 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 68% | Activity: 25% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Customer-centric Campaigns:** Businesses can shift focus from traditional models to everyday customers and staff to create authentic campaigns that emphasize a community atmosphere and an inclusive image. - **Diversity and Inclusion in Fashion:** Fashion businesses can tap into diverse populations and focus on inclusivity to create innovative campaigns that celebrate individual style and unique backgrounds. - **User-generated Content:** Businesses can encourage customers to participate in campaigns by submitting their own photos or videos to create personalized ad content that resonates with their core audience. ### Who This Affects Most - **Fashion Retail:** Retailers can leverage customer and staff models to create authentic campaigns that resonate with diverse populations and foster a community atmosphere in-store and online. - **Marketing and Advertising:** Marketing agencies can shift away from traditional models and focus on customer-centric campaigns that emphasize diversity and inclusivity to create innovative and authentic ad content. - **Social Media and Digital Marketing:** Businesses can utilize social media platforms to encourage user-generated content and engage customers in campaigns, creating personalized content that resonates with their core audience. ## Related on Trend Hunter - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Consumer-Inspired Store Mannequins](https://www.trendhunter.com/trends/london-store-mannequins.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Canadian Retailer Expansions](https://www.trendhunter.com/trends/knix-partners.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Luxury Festive Campaigns](https://www.trendhunter.com/trends/happy-together.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md)