Debenhams releases new creative concept campaign

Building on the success of the retailer’s ‘Life Made Fabulous’ brand campaign, the AW13 advert has a completely new creative concept which, alongside other top London Fashion Week names such as Henry Holland and Julien Macdonald, features pieces from design duo Preen for the first time and displays a fresh cinematic approach to production.

In addition, a new sound track from emerging artist Foxes – who features on Rudimental’s current top 15 single - provides a new anthem for Debenhams’ biggest ever Autumn campaign.

Says Marketing Director, Richard Cristofoli, “As a fashion-led retailer, it’s only right that ‘newness’ continues to be our mantra in what undoubtedly remains a competitive market place.

“The ‘Life Made Fabulous’ campaign has been a huge success for us over the last two years, playing a key role in market share gains across the business and vastly improving brand perception - it’s now time for us to take the next step with a new approach.

“And this year is a big year for our brand - celebrating its 200 year birthday as well as undertaking a £25 million redevelopment of the Oxford Street store which will create a truly global flagship!”

The new advert shows a series of dynamic scenes that are each momentarily frozen and transformed into a designer’s sketch.

Continues Richard, “The sketch is a key moment as it highlights that some of fashion’s biggest names have created the looks you see on screen.”

Items from London Fashion Week regulars Preen, feature on TV for the first time within the campaign. Their clothing sits alongside items designed by Julien Macdonald, Henry Holland, Ben de Lisi, Jasper Conran and Betty Jackson.

The AW13 advert showcases product from six designers supporting the new extended strapline of “Life made fabulous with the unrivalled collection of Designers at Debenhams.”

Continues Richard, “We wanted to create an ad that appeals to the full spectrum of women that shop with us regularly. By showcasing a broader range of designer collections, we are using our airtime to talk to more of our customers, whether they love Betty Jackson or Henry Holland or both!

“With a stable of 30 Designers at Debenhams, our position as the pioneer of designer product at high street prices is unrivalled. This advert demonstrates our confidence in our product. Every piece shown in the advert is under £100 despite being created by world-class fashion talent…that’s something we are very proud of.”