Debenhams invests £2 million in new campaign featuring ‘The Supers’

By

Barbara Santamaria

Published
Aug 31, 2016

Debenhams new AW16 campaign features supermodels of the 90s Helena Christensen, Yasmin Le Bon and Eva Herzigova presenting a new fashion approach for the brand.

The £2 million campaign targets women between 35 and 54 years with a message for “women not girls”.

“Our customer has grown up with the Supermodel talent and identifies strongly with them as role model women who know how to wear a trend and wear it well,” says Debenhams Marketing Director, Richard Cristofoli.

Shot by top fashion photographers, Henrik Bulow and Max Aberdian, ‘A Match Made in Debenhams’ follows  the development of the ‘A Match Made In’ platform by retained agency, JWT.

The supermodels are dressed and accessorised with key products from Designer at Debenhams collections. Helena Christensen, who has been a face for Debenhams since September 2015, wears Principles by Ben de Lisi and is united with new signings Yasmin Le Bon and Eva Herzigová wearing Nine by Savannah Miller and Star by Julian Macdonald. 

Launching in September, the campaign will run across all Debenhams channels including spreads in fashion magazines such Vogue, Marie Claire, Sunday Times, Stella Stylist and You Magazine. It will also have a strong digital presence across social media platforms and consumer titles and feature in windows across the company’s 167 store estate in the UK, as well as in international markets.