Marks & Spencer is launching a new collection under its per una range that will offer 25 garments in 25 stores for 25 days from September 25. The GD25 collection will be supported by the first advertising campaign for the per una brand.
The new capsule collection is being launched to celebrate the 25-year career of per una creator George Davies. The advertising, which will also break on September 25, will include billboards and buses.
Amanda McGrath, marketing director for per una, says: “We wanted to do something different for the launch of GD25 and feel that by combining the billboards and bus rears, the campaign gives the fashion fan a chance to see these per una images and garments.”
George Davies is the designer who founded rival high street retailer Next in the Eighties and the George At Asda range in the Nineties before launching the per una range in September 2001. The collection is credited with being a cornerstone of the company’s recovery.