Healthy or Hungry: Henne's Denim in the Wild

The Henne Instagram grid

Henne’s latest denim campaign is beautifully executed and nearly brilliant.

The brand spotlights a group of successful, women including Rebecca Harding, Kelsey Gaffey and Gemma Samson, photographed in their natural environments, all wearing Henne denim. It’s the kind of social-first content that stops you mid-scroll: premium, yet personal. Stylish, yet achievable. This is the sweet spot on social media where aspiration meets relatability.

In a 2021 Bazaarvoice survey, 64% of consumers said relatable people (not celebrities) in ads made them more likely to purchase, and 73% said they’re more influenced by user-generated images than professional photos. Further, research from Harvard Business Review shows visual UGC increases conversion rates by up to 161%, because people want to picture themselves in a product, not just admire it. By casting real, accomplished women, Henne taps into this exact consumer mindset. It positions the brand as modern, self-aware and quietly powerful.

Stylish co-hosts Maddison Sullivan-Thorpe, Anika Joshi-Smith and Joanna Fleming

But while the campaign thrives on Instagram, it doesn’t extend across the full brand ecosystem, and that’s a missed opportunity. There’s no dedicated presence for the campaign on their website, or in their Henne Denim blog feature. No behind-the-scenes interviews with the featured women. Their photos don’t appear on product pages. And many of those product pages still show a single model per item, missing the chance to diversify representation.

That matters. A 2023 Shopify study found that products shown on diverse body types saw a 23% higher conversion rate. Similarly, Google’s 2022 Inclusive Marketing Report found that 64% of consumers took action after seeing inclusive ads, whether by making a purchase or advocating for the brand.

The website homepage

In short, Henne’s social strategy is strong. But their omnichannel execution? Hungry.

Imagine if each product page mirrored the campaign, showing the featured women wearing the items. Imagine if the blog featured their interviews, reinforcing the product story with human story. Imagine if a visitor could see themselves, literally and emotionally, in the brand.

That’s the leap from social buzz to strategic impact.

Verdict: Healthy social strategy. Hungry for brand integration.