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Debenhams aims to replicate 'red coat' success with new ad campaign

Debenhams is hoping to replicate the success of its Christmas red coat ad campaign, with the launch its next major TV campaign.

Debenhams spring 13 campaign

Designers Ben de Lisi and Jasper Conran will feature in the advert, which will air for the first time on February 27, showing both designer in their studio putting finishing touches to a garment. The shot then turns into a woman wearing the item out. Belle Du Jour actress Billie Piper will do the voice over.

The pieces reflect some of the biggest trends of the coming season - monochrome, textures and print – including a £99 cross hatch mac from J by Jasper Conran, and a black and ivory geo print jacket and stripe skirt, priced at £50 and £38 respectively, from Principles by Ben de Lisi.

Debenhams’ marketing director Richard Cristofoli said: “We’ve found a winning formula with our ‘Life Made Fabulous’ campaigns and it’s exciting to be launching the next TV ad in the series, including our first stand-alone ad for the Principles by Ben de Lisi brand.”

The new advert follows the department store’s Christmas campaign – its first since 2006 – which led to the featured Jonathan Saunders red coat becoming Debenham’s fastest-selling coat ever, with a 400% uplift in the first week, selling out online.

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