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Yasmin le Bon is new face of House of Fraser

Model Yasmin Le Bon is the star of House of Fraser’s spring 08 advertising campaign - the first time the department store has had a face for one of it’s campaigns.

The campaign is part of the House of Fraser’s strategy to reposition the department store upmarket.

House of Fraser chairman Don McCarthy said: “When we bought the business we talked about marketing adding excitement to our store image. Yasmin personifies this excitement and we are delighted with the collaboration.”

The print-based campaign will launch next month and features Le Bon wearing a selection of House of Fraser’s own labels including Linea and Untold.

House of Fraser brand director Matt Chambers said: “Yasmin Le Bon is one of the pre-eminent models of recent years and the term ‘supermodel’ doesn’t do her justice. Her fashion credibility is second to none and we are confident that she will help move the perception of our brand forward as we improve our private label offer and brand portfolio in line with our investment in stores.”

Readers' comments (3)

  • I think Yasmin Le Bon is a perfect choice for the House of Fraser brands, she has real longevity I remember when she first started out and she hasn't aged at all! but perhaps they could do with getting someone who appeals to a slightly younger market as well?

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  • Yasmin Le Bon is a great choice of model. Not only is she beautiful, she is classy, stylish, elegant and is exactly the model to have chosen if House of Fraser want their image to move upmarket. I remember when Yasmin started her modelling career at a small modelling agency in Oxford called Elliot Brown in the 80's and as soon as I saw her photos, I knew she would be a massive success. Well done House of Fraser for having the foresight of choosing someone who is already an upmarket Brand in her own right who can enhance the stores brand image.

    Janey Marshall
    Basically Black Limited

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  • fab choice! thats what I call a model! supermodels from the 80's are so much cooler than the current models with the exception of Agyness Deyne. well done HOF - what a class act! hope they use her hubby's band to do the music for the ads! (now Im showing my age!!)

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