Monday, 14 February 2011

Debenhams marketing campaign for Spring/Summer 2011. Sharing a look behind the scenes for the very first time

Debenhams today unveiled its marketing campaign for Spring/Summer 2011.

Starring designers Jasper Conran, Ben de Lisi, Julien Macdonald, and Aliza Reger, the advert allows customers to experience the glamour and intrigue of the fashion world; sharing a look behind the scenes for the very first time.

To view the advert visit www.debenhams.com/tv
 The first advert is situated at a catwalk show, and gives an insight into the designers at work. The advert then transports you into several real life situations, as each designer sends their model down the runway and out into an everyday scenario. All adverts feature the campaign strap line ‘Feel Fabulous’. 

Jasper Conran casts a final approving eye over his expert tailoring and print on the model, as she steps off of the catwalk and into a cocktail bar for an after-work Cosmopolitan, while Ben de Lisi gives the nod of approval before his Principles girls hit the high street for an afternoon of lunching and retail therapy. Julien Macdonald adds the finishing touches of glamour before sending his girls down the catwalk and out to dance the night away at a party aboard an exclusive yacht, and Aliza Reger perfects a sultry look ready for her muse to step straight into the boudoir of a luxury hotel where a lucky man awaits.

The campaign launches tonight (Monday 14th February) with the first airing of the advert on ITV1 in the break during Coronation Street. The national and consumer print campaign launches simultaneously on Tuesday 15th February.  Additionally supported digitally through Debenhams.com and Debenhams TV, the campaign will be enhanced with exclusive interactive material such as interviews with each designer, top picks and social media activity, taking a look at how the designers work to create their collections in store each season.

Michael Sharp, Debenhams Deputy Chief Executive Officer, said: “The ‘Feel Fabulous’ campaign really captures and celebrates the designers at Debenhams concept that we are so very proud of.” A second advert featuring designers Betty Jackson, Jeff Banks and John Rocha will air in the summer.

Of the advert, the designers commented:   Designer Jasper Conran said: “Whenever I’m designing something, at the back of my mind is the customer, and how it’s going to make them feel. It’s a very satisfying moment when you can look at a product you’ve put your heart and soul into, and it’s beautiful…but its £50.” Designer Ben de Lisi said: “I’ve worked with many celebrities during my career, most notably Kate Winslett, who I’ve dressed on many occasions. I have complete design autonomy with Debenhams – it’s a great working relationship. I trust them and they trust me.

“The signature for Ben de Lisi is it gives women a canvas to shine, and be who they want to be.” Designer Julien Macdonald said: “I love the idea that I can take my catwalk clothes and translate them onto the high street at very affordable prices.” Designer Aliza Reger said: “Great advert, great products, great designers and at prices for everyone. For me, it’s all about feeling fabulous.”

Designer Betty Jackson said: “Debenhams respect the work of a designer, and the team that we work with are very in tune with what’s going on fashion-wise – they just get it.” Designer Jeff Banks said: “Debenhams have got some of Britain’s best designers working with them, so from a consumers point of view its fantastic value…and its exclusive design.”

Designer John Rocha said: “My collections are beautiful and detailed, embodying global influences with contemporary styling. It gives me great satisfaction to be a designer at Debenhams.”

To view the advert visit www.debenhams.com/tv (live from Monday 14th Feb)
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