Nineties supermodel to front fashion-week ads for John Lewis
High-Street Retailer spending £1.5million on campaign
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HIGH-STREET fashion retailer John Lewis is launching its biggest advertising campaign yet to coincide with London Fashion Week, it announced yesterday.
Featuring 1990s supermodel Karen Elson, the store has spent £1.5million on the campaign in a bid “for a greater share of the nation’s fashion wallet”, the retailer said yesterday.
The campaign will open on September 15, the same time as fashion fever hits the capital with the start of London Fashion Week.
Craig Inglis, head of brand communications at John Lewis, said the radical changes in fashion floors mean the store now stocks more varied designs. He said: “We felt the time is now right to invest in a major fashion advertising campaign to let shoppers know that whether you are 20 or 60, we have a superb fashion collection featuring many of the best designer and high-street brands around.”
Model Elson, 29, 1998 winner of the VH1 fashion awards and famed for her flaming red hair and eyebrows, is fronting the advertising drive.
She is originally from Oldham and flew from her Tennessee home for the UK shoot. She said: “When I told my family I was coming over to the UK for a fashion advertising campaign shoot, they thought it was going to be for a high-fashion luxury brand – but they were much more impressed when I said it was John Lewis.”
The campaign will run until the end of November.
