Lakeland Leather invited online influencers to an event to help it change the perception of its brand.

The women visited the chain's Bowness store, marking the start of its marketing plan to create the connection between its physical stores, website and social media.

Zoë Dawes, Emma Hill, Simone Oaks, Lily Kate France, Lou Kneath, Hannah Jackson, Jade Hodgson and Rhoya were introduced to the chain's new spring/summer collection by managing director Martin Foster, who also explained the history of the brand.

The influencers were encouraged to try on leather jackets and presented with gift bags which other local brands Grasmere Gingerbread, The Little Lakeland Soap Company and Daisy Chain Studio, donated items for.

The content created by the influencers will be used by Lakeland Leather on its social platforms.

Mr Foster said “The evening was a great opportunity to inform a different audience about our brand heritage and mission.

"This is such an important and positive step for our marketing as a brand as we embrace social media.”