London Fashion Week designer label Preen is being featured as one of Debenhams’ “unrivalled collection” in its TV ad debuted this week.
Preen joins Designers at Debenhams stalwarts Julien Macdonald, Henry Holland, Ben de Lisi, Jasper Conran and Betty Jackson in the ad, which is the department store’s biggest ever.
Marketing director Richard Cristofoli told Drapers the aim was to establish Debenhams as a destination for high profile designer names at accessible prices.
He said: “The guys who appear in our ad are all names that will dominate the headlines in two weeks’ time in LFW and they are here, and very credible.”
Key products featured in the ad include a floral dress from Preen / Edition for £85, a J by Jasper Conran biker jacket for £79, a H by Henry Holland tartan bag for £32 and a red fisherman’s jumper from Principles by Ben de Lisi for £38.
Last year’s Christmas campaign – Debenhams’ first Christmas TV advert in six years - was a major success with a red Jonathan Saunders/Edition coat selling out after being seen on screens.
Chief executive Michael Sharp said at the time: “It was the fastest selling coat we ever had. It uplifted in sales by 400% on the day the advertising launched.”