The department store chain is sponsoring the second spin off film from the TV series starring Sarah Jessica Parker as Carrie Bradshaw, and launching a fashion campaign to promote its designer ranges, concessions, shoe department and beauty hall stocking luxury beauty brands.
It will feature fashions inspired by the four central Sex and the City characters to drive the message that Debenhams can cater for fashion needs to create looks in the disparate style of Carrie, Samantha, Charlotte and Miranda.
The campaign will take in press and digital advertising as well as in store activity to promote the partnership.
It will launch on 17 May ahead of the film’s release on 28 May.
Debenhams is also running a competition offering four customers the chance to win a trip to New York including a stay in a 4-star hotel and $1000 (£650) spending money.
Debenhams card holders will also be able to win one of 50 ’Sex and the City 2’ goody bags through a free prize draw competition.
Suzanne Harlow, Debenhams group trading director, says: “The partnership makes perfect sense for Debenhams as we are the only high street retailer that provides customers with the complete Sex and the City experience under one roof”.
The second spin-off film from the TV series is expected to top the £26.4m the first film took at the box office.
Brands including Diet Coke, Cadbury, Kellogg and Max Factor are investing in cinema advertising to take advantage of the enthusiasm surrounding the release of Sex and the City 2.