John Lewis has launched a £1.5 million advertising campaign that focuses on both its fashion and home elements for the spring and summer season. The campaign created by Lowe London aims to communicate the company’s credentials in both these key areas of its business. Craig Inglis, head of brand communications at John Lewis, says: “We want to remind customers that we have an extensive range of beautiful own-brand and branded fashion, whilst also reassuring them that a relatively small investment can make a big difference to any home.”

The ‘fashion’ element of the campaign features supermodel Karen Elson whose image will adorn print advertising featured in a number of top glossy publications and supplements. It will also encompass outdoor advertising with 40 strategically placed billboards. The campaign will also feature in-store Point-of-Purchase throughout the season. In-store and online, male model Matthew Avedon, grandson of the famous fashion photographer Richard Avedon, is the face for John Lewis menswear.

Karen Elson first became of John Lewis for the autumn winter campaign. ‘Karen is a fashion industry icon but she’s also a highly intelligent, British working mother and this makes her real and accessible,’ explains Rachel Doyle, Communications Planning Manager, fashion and beauty.

There are four main lifestyle shots that should resonate with the John Lewis customer: these are ‘grand entrance’, ‘friend’s lunch’, ‘flower shop’ and ‘home’.

In three of the scenes, Karen wears clothes and accessories made up largely from the own-brand womenswear range while, in the fourth, she models a Ted Baker chiffon top and 7 For All Mankind jeans.

The advertising campaign was launched on 21 March, with fold-out ads in the Observer and in the Sunday Telegraph’s Stella magazine. Further ads are set to appear in glossy magazines this month.

Image: Karen Elson SS09

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