John Lewis is launching its biggest outdoor advertising campaign for fashion in terms of both spend and coverage on September 5.
The campaign highlights the arrival its autumn 11 collections and it will run across outdoor in London and also nationally in the consumer press, including fashion monthlies, weeklies and weekend supplements, and online on sites such as Vogue and the Telegraph Fashion.
The campaign is a continuation of the department store chain’s recent strategy to revamp its fashion offering and generate interest in new and existing brand, as well as promote its own brand clothing collections such as JL & Co and its private label suiting range.
Pictures for the campaign were shot by UK photographer Laurie Bartley and feature rising British actors Hans Matheson and Clara Paget, who were chosen to highlight the retailer’s support for British designers.
“We chose a British team to work on this campaign in order to highlight our continuing support of British industry, British talent and British style,” said John Lewis buying director of fashion Susanne Given.
The images feature two separate scenes, representing the different lifestyles and situations that John Lewis can carry consumers through – from an autumnal walk to a cocktail party.