Debenhams will launch a “multi-million pound” autumn advertising campaign tomorrow (August 29) featuring designers Henry Holland, Julien Macdonald, Ben de Lisi and John Rocha.
The new campaign will feature ads under the banner “Life Made Fabulous” with each one starting with a designer in their studio adding finishing touches to pieces. The scene then changes and the garments are seen being worn in real life situations.
The 40-second TV spots will be shown in prime time slots including Emmerdale and The X Factor. Debenhams young fashion brand Red Herring will also feature in the ads.
The autumn campaign follows on from the retailer launching its first brand campaign for four years in spring.
Marketing director Richard Cristofoli 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%.
“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 campaign will be supported through Debenhams.com with interactive material including interviews with the designers.