Department store group Debenhams has enlisted actress Billie Piper and famous fashion designers Henry Holland, Julien Macdonald, Ben de Lisi and John Rocha to promote its new clothing campaign.
The marketing for its Autumn/Winter 2011 range has the strap line ‘Life Made Fabulous’ and the TV adverts show the designers preparing outfits in their studios before they are worn in real-life situations.
Belle de Jour star Piper is the voice of the new campaign, which follows on from the retailer’s successful Spring/Summer campaign called ‘Feel Fabulous’ that also played on the idea of affordable designer clothing.
Richard Cristofoli, Marketing Director at Debenhams, said: “The spring campaign was successful - dresses featured in the advert saw sales double and our Reger by Janet Reger lingerie sales increased by 300 per cent.
“Furthermore, the spring campaign was vital in reminding customers about the unique relationship Debenhams has with some of the biggest names in fashion. We’ve learnt from the spring ad and autumn represents the first significant evolution for the campaign.”
The first screening of the adverts tomorrow (August 31st 2011) will be during Emmerdale on ITV 1 and it will feature the song ‘This is the Life’ by the band Two Door Cinema Club.
Other coveted advert slots, including during X Factor on the same channel, have also been secured for the campaign and Henry Holland, who is working with Debenhams for the first time, is excited about the campaign.
Holland commented: “I am over-the-moon to be featured in the ad – it’s fun and light hearted and gave me the opportunity to show off some of my H! by Henry Holland accessories as well as the clothing.
“The team have done a great job in capturing the hands on involvement Designers at Debenhams have on what lands in customers’ wardrobes.”