"Never the expected" is the idea behind the campaign: questioning convention and doing things differently. The campaign film takes viewers inside the fictional DETOXDENIM Lab, with Cara as their guide.

Cara Delevingne has never fitted neatly into one category. She has worked as a model and actress and is now moving into music. Just days after the campaign launch, she releases her debut album "Not Normal". Her career has never followed one fixed path, which is exactly why she fits “Never the Expected.”