Australian giant Cotton On has launched a new denim collection 'The Wanted' - fronted by a slew of creative ambassadors.
Featuring core essentials, the line will offer six styles for men and women priced from $29.95.
Launching online and in all stores, the collection has been released across 17 countries.
Cotton On general manager Felicity McGahan said denim has been part of the brand's fabric since its inception.
"Our first denim was sold by Cotton On founder Nigel Austin from a car boot at a local market so we’ve really come full circle with the launch of The Wanted.
"The Wanted collection is trend driven and delivers the most wanted denim at the best value while also focusing on the Cotton On mandatories – quality, fit and comfort."
The campaign is fronted by six ambassadors from a variety of creative industries that represent the Cotton On brand.
The Wanted lineup includes New York based photographer Chuck Grant, Australian musician Tim Wheatley, slam poet Abe Nouk, artist Rose Ashton, dancer Jasmine Evans and Cotton On Foundation GM Tim Diamond.
"Denim is about lifestyle as much as it is about fashion and while the talent for The Wanted come from distinctly different industries, they all have fascinating stories to share and are connected through their love for denim," McGahan said.
The Wanted features six key styles for women; The Jegging, The Boyfriend Jean, The Skinny Mid Rise Jean, The Skinny High Rise 7/8 Jean, The Deluxe Sporty Jean and The Super Stretch Skinny Jean.
The men’s collection is also made up of six styles; The Tapered Carrot Jean, The Slim Straight Jean, The Skinny Straight Jean, The Super Skinny Jean, The Slim Denim Jogger and The Skinny Spray On Jean.