The Denim Project by JUS10H
Fashion Show, Sale, and a Cause:
Fundraising for the National Multiple Sclerosis Society
Every year, designer Justin Haynes stages a fashion show with a purpose beyond the runway. The show is a sale. The clothing is denim. And the proceeds go to charity. In December 2025, the beneficiary was the National Multiple Sclerosis Society.
Denim is the fabric of the Denim Project by design. It is democratic, familiar, and endlessly versatile. In the hands of JUS10H it becomes something else entirely, a canvas for the kind of craftsmanship that turns a familiar material into a collection worth wearing, worth buying, and worth giving for.
The 2025 show was presented in a former Victoria's Secret retail space, its runway lined with pink, gold, and denim. Presenting sponsors included Adidas Brazil, Revlon Japan, the Tokyo Fashion Council, the West Africa Fashion Council, and Supermodels Unlimited. The lookbook was published in Harper's Bazaar Japan.
Every Wash, Every Silhouette, Every Possibility Denim Has
The Denim Project Lookbook by Justin Haynes, Published in Harper's Bazaar Japan
The Denim Project is exactly what its name promises and then considerably more. This is denim taken to its logical extreme and pushed further. Every wash is present, from the palest bleached white through every shade of medium and dark indigo to near black. The patchwork is architectural, large geometric panels in contrasting washes applied to coats, jackets, skirts, and trousers with the confidence of someone who has been working in this fabric long enough to know exactly what it will do.
What distinguishes this collection from a simple denim exercise is the range of silhouettes and ideas moving through it. Floor length trench coats with bold contrast panels. Cropped jackets with leather and denim insets. Wide leg trousers with snap details running the full length of the outer seam. A floral print denim that brings unexpected softness to the lineup. Jeans covered in hand-lettered city names and travel quotes that read like a personal journal worn as clothing. A sweatshirt collaged with fashion magazine imagery. The collection moves from utilitarian to poetic without losing its footing.
Throughout, Adidas sneakers appear as a consistent thread, nodding to the Adidas Brazil partnership that helped bring the show to life. The makeup is a unified blue across every model, tying the collection visually to the broader JUS10H world. The white background is clean and uncompromising. It lets the denim do everything.
Backstage, On the Floor, and Behind the Camera
Lookbook Photography, Runway Production, and Social Media Content Creation in One Engagement
The lookbook was shot in a temporary studio set up backstage in the retail space, in the window between styling and the runway walk. Every model was photographed before they stepped out. The pace of the show itself was managed from that set, each model held and released at the right moment to keep the runway moving as the audience watched and shopped in real time.
After the show, the work continued. A video was produced showing every look in sequence, the full collection set to music, with the behind-the-scenes shoot footage placed alongside the final Harper's Bazaar Japan images. Process and result on the same screen at the same time. Fifteen-second vertical edits were also produced for each model's individual social media accounts, giving every person who walked the show a piece of content they could use immediately.
This is what a fashion photographer and lookbook producer can offer a brand or a charity event beyond the images themselves. Photography, production, runway management, video editing, and social media content creation, all from one engagement, all serving the same collection.
Work With a Fashion Photographer Who Delivers More Than Photos
If you are a designer, a brand, a boutique, or an organization planning a charity fashion event, this is what a full-service creative engagement looks like. The images are the beginning. The content library you walk away with is the point.