Emerging songbird 'Foxes' drafted in to provide cinematic sound track

Airs during X-Factor on Sunday 1st September

Today, (Sunday 1st September) Debenhams will unveil a brand new multi-million pound advertising campaign to further champion its unrivalled position as a destination for designer clothing at high street prices.

Building on the success of the retailer's 'Life Made Fabulous' brand campaign, the AW13 advert has a completely new creative concept which, alongside other top London Fashion Week names such as Henry Holland and Julien Macdonald, features pieces from design duo Preen for the first time and displays a fresh cinematic approach to production.

In addition, a new sound track from emerging artist Foxes - who features on Rudimental's current top 15 single - will provide a new anthem for Debenhams' biggest ever Autumn campaign.

Says Marketing Director, Richard Cristofoli, "As a fashion-led retailer, it's only right that 'newness' continues to be our mantra in what undoubtedly remains a competitive market place.

"The 'Life Made Fabulous' campaign has been a huge success for us over the last two years, playing a key role in market share gains across the business and vastly improving brand perception - it's now time for us to take the next step with a new approach.

"And this year is a big year for our brand - celebrating its 200 year birthday as well as undertaking a £25 million redevelopment of the Oxford Street store which will create a truly global flagship!"

The new advert shows a series of dynamic scenes that are each momentarily frozen and transformed into a designer's sketch.

Continues Richard, "The sketch is a key moment as it highlights that some of fashion's biggest names have created the looks you see on screen."

Items from London Fashion Week regulars Preen, feature on TV for the first time within the campaign. Their clothing sits alongside items designed by Julien Macdonald, Henry Holland, Ben de Lisi, Jasper Conran and Betty Jackson.

The AW13 advert showcases product from six designers supporting the new extended strapline of "Life made fabulous with the unrivalled collection of Designers at Debenhams."

Continues Richard, "We wanted to create an ad that appeals to the full spectrum of women that shop with us regularly. By showcasing a broader range of designer collections, we are using our airtime to talk to more of our customers, whether they love Betty Jackson or Henry Holland or both!

"With a stable of 30 Designers at Debenhams, our position as the pioneer of designer product at high street prices is unrivalled. This advert demonstrates our confidence in our product. Every piece shown in the advert is under £100 despite being created by world-class fashion talent…that's something we are very proud of."

In addition to appearing on TV, Debenhams' ad campaign will be supported by print and digital executions as well as social media.

A big part of the campaign, which will run from September to December, is the collaboration with songstress Foxes on using her single 'Youth' as the soundtrack.

Foxes is signed to Sony who are championing her as 'one-to-watch' which will no doubt be buoyed by the exposure to millions that the Debenhams advert will bring. 'Youth' is released on the 6th October and available for pre-orders now.

Debenhams' brand campaign in numbers:
• Six designers feature compared to three in previous ad.
• 13 Designers at Debenhams ranges will feature in the campaign between now and Christmas.
• The ad was shot in Buenos Aires in four locations.
• The first installment runs for three weeks.
• Second installment airs in October and will run for two weeks.
• There is a 75 second version available online for Foxes fans, which shows more of her performance.
• The Designers at Debenhams concept was born 20 years ago.
• The 'Life Made Fabulous' Christmas ad for 2012 saw a Jonathan Saunders Edition red coat become Debenhams' fastest selling coat ever, with a 400% uplift in the first week of the advert and selling out online within a week.

Justin Thornton of Preen says, "We are delighted to be involved in the new advertising campaign for Debenhams. Two of our favourite pieces of the season are featured including a suit with bold graphic stripes designed to give a chic and sporty look to classic tailoring - perfect for the new season."

Henry Holland says, "The new approach to the ad is great: keeping with the ethos of the old treatment yet making the new concept more product-focused. Look out for my androgynous outerwear and punk mini-kilts."

Jasper Conran says, "The AW13 advertising campaign showcases my new season collection for Debenhams against a backdrop of intrigue and glamour."

Hero product featured in the ad cover all the season's main trends and include a floral dress from Preen / Edition for £85, a J by Jasper Conran biker jacket for £79, a H by Henry Holland tartan bag for £32 and a red fisherman's jumper from Principles by Ben de Lisi for £38.

The activity was filmed in Buenos Aires and developed by agency JWT London.

distributed by