Premium US womenswear brand Eileen Fisher has launched a new consumer advertising campaign designed to highlight its sustainable credentials.
The Ampersand Campaign will appear on more than half of the brand’s print adverts for autumn 12 and will shortly be seen in UK publications including Vogue, Red, Tatler and Stylist.
The brand has also created a microsite at www.eileenfisherampersand.com, which will be flagged on all of the print adverts, and contains more information on the sustainable features of the garments.
The campaign will also see a series of banner adverts released across London buses in October, which will direct consumers to Eileen Fisher’s two UK stores in London’s Covent Garden and Marylebone.
The ampersand symbol - & - has been used to indicate that there is more information about the sustainability of each garment featured in the adverts.
At present around a quarter of Eileen Fisher’s collection is sustainable, using materials including fair-trade organic cotton knits, recycled fibres and dye processes that are certified as eco-friendly.
Earlier this month Eileen Fisher set out ambitious plans for expansion in the UK, looking to open three more stores in the UK in 2014 as well as stepping up its wholesale strategy.
The brand will show at premium womenswear tradeshow Scoop for the autumn 13 edition in February.