Actor Idris Elba will be taking over fashion brand Superdrys Instagram account this week to promote his new collaboration with the brand, which will be launched as part of its new premium mens collection tomorrow.

Superdry is pausing all social media activity for 24 hours before the campaign starts as a way of building suspense, with Elbas Instagram takeover aiming to turn the social platform into a hub for Superdry to host powerful images of the Luther stars new range, shot by fashion photographer Rankin.

Elba will also be taking over Superdrys Facebook and Twitter presence, with exclusive teaser videos being shared to offer a preview of the collection in the lead up to the event tomorrow night, held at the brands flagship Regent Street store. The campaign will also include marketing on Snapchat and Periscope, as well as print and out-of-home elements following the launch.

“There has been substantial investment in both the collaboration with Idris and the promotion behind it,” said Kat Jameson, head of marketing communications at Superdry. “To ensure the campaign is executed in the best way possible, we have pulled in each department to partake in the holistic approach, including team members from our SEO, eCommerce, retail and social media divisions.

“Ensuring that social media is at the heart of a multi-channel campaign is integral to its success.”