John Lewis has signed supermodel Karen Elson to be the face of its autumn advertising campaign, which will be its biggest fashion campaign yet.
John Lewis said it would spend £1.5 million on the campaign which will kick off on September 15 to coincide with the launch of London Fashion Week.
The John Lewis advertising images featuring the distinctive red-haired model will feature on billboards and in glossy magazines including Vogue as well as on in-store material.
John Lewis' celebrity model led campaign is in stark contrast to the new direction of George at Asda's new adverts which feature ordinary women instead of celebrities. George previously used celebrities such as WAG Coleen McLoughlin to front its campaigns. Click here to read more.