John Lewis Launches New AW11 Fashion Advertising Campaign

Sept. 2, 2011 - PRLog -- A continuation of its recent marketing strategy to encourage a reappraisal of its fashion offer, the campaign is designed to generate interest in new and existing brands as well as new directional own brand clothing collections including JL & Co, John Lewis Made in Italy and John Lewis British.

Shot by UK photographer Laurie Bartley who was selected by advertising agency Adam & Eve, the £1.3million photographic campaign uses rising British acting talents. Hans Matheson (Tess of the D’Urbevilles, Tudors, Sherlock) and Clara Paget (One Day, Johnny English) were selected to highlight the department store’s increasing support of British design and manufacturing with Matheson wearing outfits including new British designed and manufactured own brand label John Lewis & Co and Clara wearing John Lewis private labels COLLECTION and John Lewis WOMEN.

Susanne Given, Buying Director of Fashion and Beauty, comments, “We chose a British team to work on this campaign in order to highlight our continuing support of British industry, British talent and British style. Hans, Clara and Laurie brought exactly the kind of dramatic, cinematic edge to the pictures that we were after whilst retaining a truly British feel.”

The stars feature alongside a host of other models, more than ever before in a John Lewis campaign in order to highlight the larger than ever breadth, diversity and strength of the John Lewis fashion offer. The atmospheric shots feature two separate scenes built into each execution, representing all the different lifestyles and situations that John Lewis can carry you through – from an autumnal walk to a cocktail party.

Craig Inglis, Director, Marketing at John Lewis, comments, “We wanted to encourage our customers to look again at our fashion offer, and remind them that whatever the occasion, for style they need look no further than John Lewis.”



- Notes to Editors -

The John Lewis Partnership - The John Lewis Partnership operates 32 John Lewis shops across the UK (28 department stores and four John Lewis at home), johnlewis.com and 253 Waitrose supermarkets. The business has an annual turnover of nearly £8.2bn. It is the UK's largest example of worker co-ownership where all 76,500 staff are Partners in the business.
John Lewis - John Lewis, 'Britain's favourite retailer 2010'* and 'Multiple Department Store of the Year 2010' ** typically stocks more than 350,000 separate lines in its department stores. The website stocks over 150,000 products focused on the best of fashion, beauty, home and giftware and electrical items including online exclusives. johnlewis.com is consistently ranked one of the top online shopping destinations in the UK (www.johnlewis.com ). John Lewis Insurance offers a range of comprehensive insurance products - home, car, wedding and event, travel and pet insurance and life cover - delivering the usual values of expertise, trust and customer service expected from the John Lewis brand.
John Lewis is proud to be the official department store provider to the London 2012 Olympic and Paralympic Games.  
John Lewis and London 2012 - As part of this partnership with LOCOG (The London Organising Committee of the Olympic and Paralympic Games) John Lewis operates official London 2012 shops within its Oxford Street branch and from September 2011, the new Stratford shop. John Lewis is helping to furnish lounge and reception areas at key Games-time venues as well as offering Partners (staff) the opportunity to support LOCOG in the operation and build-up to the Games. Further to the sponsorship with LOCOG, John Lewis Partnership has developed 'Partners in Sport' an initiative to put something back into the community through sport which includes sponsoring several London 2012 hopefuls as well as funding sports coaches.
* Verdict consumer satisfaction index, January 2011
** The Drapers Awards for fashion retail, November 2010
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