Debenhams launches new campaign

The first advert is situated at a catwalk show, and gives an insight into the designers at work. The advert depicts several real life situations, as each designer sends their model down the runway and out into an everyday scenario.

All the adverts feature the campaign strap line ‘Feel Fabulous’.

The group, which has sites in Leeds, York, Sheffield, Harrogate, Doncaster, Scarborough and Hull, has stripped back concession space in recent months to focus on its designer collections.

Michael Sharp, Debenhams deputy chief executive, 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.

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 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.”

The campaign was shot by director Joanne Bailey, who started out as a documentary maker, then shot music videos, before progressing to commercials.

Designers at Debenhams include Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Debenhams, the UK’s second biggest department store group, said its focus on in-house product ranges is paying off after a return to underlying sales growth in the new financial year.