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.”