Debenhams releases new creative concept campaign

A big part of the campaign, which will run from September to December, is the collaboration with songstress Foxes on using her single ‘Youth’ as the soundtrack.

Debenhams’ brand campaign in numbers:

- Six designers feature compared to three in previous ad.
- 13 Designers at Debenhams ranges will feature in the campaign between now and Christmas.
- The ad was shot in Buenos Aires in four locations.
- The first installment runs for three weeks.
- Second installment airs in October and will run for two weeks.
- There is a 75 second version available online for Foxes fans, which shows more of her performance.
- The Designers at Debenhams concept was born 20 years ago.
- The ‘Life Made Fabulous’ Christmas ad for 2012 saw a Jonathan Saunders Edition red coat become Debenhams’ fastest selling coat ever, with a 400% uplift in the first week of the advert and selling out online within a week.

Justin Thornton of Preen says, "We are delighted to be involved in the new advertising campaign for Debenhams. Two of our favourite pieces of the season are featured including a suit with bold graphic stripes designed to give a chic and sporty look to classic tailoring – perfect for the new season."

Henry Holland says, “The new approach to the ad is great: keeping with the ethos of the old treatment yet making the new concept more product-focused. Look out for my androgynous outerwear and punk mini-kilts.”

Jasper Conran says, “The AW13 advertising campaign showcases my new season collection for Debenhams against a backdrop of intrigue and glamour.”

Debenhams