Supermodel fronts John Lewis fashion ads

John Lewis is launching a major fashion advertising campaign featuring supermodel Karen Elson this weekend (September 13). The £1.5m campaign will launch with the new strapline “Dress for the moment”.

The print and outdoor ads have been created by Lowe London and will showcase the department store group’s offerings for autumn and winter.

The retailer has been stocking brands such as Jigsaw, Reiss and Whistles for several months and the campaign aims to position John Lewis as “a fashion boutique on a department store scale”.

The campaign has been overseen by the company’s head of brand communications Craig Inglis. Media is being handled by Manning Gottlieb OMD.

Client services director at Lowe London Tom Nester-Smith says: “By matchmaking Karen Elson, John Lewis and a highly distinctive creative look, we hope to bring consumer’s perceptions up to date with the reality of today’s John Lewis fashion range.”

Knowledge Bank

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