Topman pulls in consumer content with #topmansprayonjeans campaign

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User-generated content might be somewhat of an old phrase in the digital space these days, but there’s a phenomenal amount happening around it of late.

From #thenetset at Net-a-Porter to #framesofyou from Armani, as well as multiple other examples via Warehouse, Estée Lauder, Kate Spade and more, everyone is getting in on the act.

The latest is Topman. The men’s arm of the Brit retailer has been pushing its new spray on jeans for the last few weeks using the hashtag #topmansprayonjeans.

Taking full advantage of the #selfie phenomenon, it’s been calling for consumers to send images of themselves wearing the super tight skinny jeans over Facebook, Twitter and Instagram, with the best looks winning Premium Spotify accounts daily.

A series of short videos were released as inspiration for fans on how to get the look. Meanwhile, another fun video was posted today (as below) demonstrating the speed with which it’s possible to put the jeans on.

Reads the write up: “We’ve listened to your feedback and some of you have struggled to get our Spray On Jeans on quickly. We got ours on in 7 secs, how quick can you get yours on?”