JOHN LEWIS UNVEILS BIGGEST

EVER FASHION ADVERTISING CAMPAIGN

 

On Saturday 5th September John Lewis will launch its biggest ever fashion advertising campaign featuring a range of top international models including iconic Brit supermodel Jacquetta Wheeler.

 

The £1.7million campaign, shot by Vogue fashion photographer John Akehurst whose previous campaign credits include Gucci, Michael Kors and Calvin Klein, was the creative work of new John Lewis advertising agency Adam & Eve.

 

Entitled ‘Take a Look, Make a Look’, the campaign will encourage shoppers to reconsider the John Lewis fashion offer as it introduces a range of new premium brands and revamped John Lewis collections to its stores as well as to its soon to be launched new fashion website. The campaign will break nationwide in all 27 John Lewis stores as well as on billboards and in key national newspaper supplements and consumer print media including Vogue and Grazia.

 

The ‘Take a Look, Make a Look’ campaign showcases a variety of different looks for different people. Adam & Eve felt it was important to concentrate on the ‘detail’ as well as the overall effect of a look. To achieve this, they decided on the combination of two different images alongside one another to fit a double page. One picture features a model in a trend led outfit, the other displays a still life ‘sculpture’ made from a handful of carefully selected John Lewis fashion accessories.

 

Adam & Eve enlisted the creative talents of still life photography experts Metz & Racine who have created still life sculpture campaigns for clients including Louis Vuitton, Vogue, Dazed & Confused and Selfridges. Metz & Racine specialise in building and photographing arresting and eclectic sculptures out of anything from shoes and jewels to teapots and vegetables.

 

New premium brands are featured in the campaign as well as pieces from the redesigned John Lewis collections arriving into John Lewis this Autumn. New brands include US designer Elie Tahari, famed for his sophisticated and luxurious ready-to-wear collections; Henry Holland Hosiery for Pretty Polly, the first collection of hosiery by the radical British designer; French day time chic label Les Petites; and new must have jeans brand Lofli from LA which will sit alongside existing denim brands Hudson, 7 for all Mankind, Citizens of Humanity and Paige Denim.

 

Also heavily featured is the John Lewis private label ‘Collection’. The ‘Collection’ design team are motivated by catwalk trends as well as fashion icons. One of the season’s hottest buys is a tie waist purple coat and matching tailored dress inspired by Carla Bruni who has been almost single handedly responsible for the huge resurgence of the colour purple in the fashion world. A classic sub brand ‘John Lewis’ and luxury own brand ranges ‘Made in Italy’ jewellery and handbags and ‘Premium’ jewellery, have also been introduced.

 

Accessories play an important part in the campaign. The fashion accessories assortment has been ramped up this season with the addition of must-have brands such as Lisa Stickley handbags, Ella Doran umbrellas and  an  exclusive handbag collection by Jeremy Scott for Longchamp featuring his trademark  rose, medal and aeroplane prints. 

 

Peter Ruis, Director of Buying, Fashion at John Lewis, comments, "Fashion is performing brilliantly for us at John Lewis. The last couple of years have seen fashion sales catch up with our sales of home proving that John Lewis customers are now venturing onto our fashion floors with conviction because they know they will find something they love.

We’re really excited about the brands that are launching this season as well as the innovations online.”

 

- ENDS -

 

Notes to Eds:

New Brands for AW09

Women's

Anne Tainor Revisited

Avoca

Betty Jackson

Elie Tahri

Ella Doran

Henry Holland for Pretty Polly Hosiery

Joules

La Perla

Les Petites

Lolfi Jeans

Longchamp Handbags

Myla

Longchamp

Odd Molly

Ollie&Nic

Orla Kiely

Poppy Valentine

Stella McCartney Lingerie

Tidey Davies

 

Men's 

Polo Ralph Lauren

Zegna Sport

 

Brands currently at John Lewis

Joseph

Nicole Farhi

Jesire

Tonia Bastyan

Essentiel

Stella Forest

LK Bennett

Whistles

Jaeger

Jaeger London

Moschino Cheap + Chic

7 for all Mankind Jeans

See by Chloe shoes

Marc by Marc Jacobs shoes

Chie Mahara shoes

Moschino Cheap + Chic shoes

D&G shoes

Fly shoes

Ash shoes

Poetic Licence shoes

Wilbur & Gussie handbags

Georg Jensen jewellery

Baume & Mercier watches

Maurice Lacroix watches

 

 

The John Lewis Partnership - The John Lewis Partnership operates 27 department stores across the UK, johnlewis.com, 213 Waitrose supermarkets and Greenbee.com, a direct services company. The business has an annual turnover of over £6.9bn. It is the UK's largest example of worker co-ownership where all 69,000 staff are Partners in the business.

 

John Lewis - John Lewis, 'Britain's favourite retailer 2008'* typically stocks more than 350,000 separate lines. The website stocks over 45,000 lines focused on the best of home and giftware, electrical items including online exclusives and fashion brands. johnlewis.com is consistently ranked one of the top online shopping destinations in the UK. (www.johnlewis.com)

 

* Verdict consumer satisfaction index, January 2009

 

Waitrose - Waitrose, voted 'Britain's favourite supermarket' in three independent surveys so far this year† combines the convenience of a supermarket with the expertise and service of a specialist shop. It offers fresh and frozen foods, wines and groceries as well as delicatessen, cheese, fresh fish, meat, patisserie and hot-food counters. Waitrose is dedicated to offering quality food that has been responsibly sourced combined with high standards of customer service. (www.waitrose.com)

 

† Which? Survey, January 2009; BBC Watchdog viewer survey, February 2009; Good Housekeeping Awards, February 2009

 

Greenbee.com - Greenbee.com offers a range of financial, travel and leisure services selected by the John Lewis Partnership. These include home, travel, pet, wedding and event and car insurance products, life cover and a phone and broadband package, along with travel offers and the latest theatre, event, music and sport tickets. (www.greenbee.com)