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By Jennifer Faull | Deputy Editor

March 9, 2013 | 2 min read, has launched a £4.2 million integrated Spring/Summer campaign which will run across TV, print and digital

In the past, the online department store has focused its advertising around the Autumn/Winter trading period. However, for 2013, the brand has taken a different approach by highlighting new products and trends throughout the year.

As part of the campaign, a new 10-second advert is set to appear on TV every week throughout March, April and May. The ads, created by retained agency St Luke’s, have aimed to showcase the latest trends or key pieces to help customers ‘do it in style’ this Spring/Summer.

The ads open on the same futuristic HQ seen in’s Autumn/Winter and Christmas advertising campaigns. Longstanding brand ambassador Holly Willoughby then asks her co-workers ‘So, what’s the very latest?’

Each week will reveal models strutting down a stylistic sci-fi catwalk wearing the latest looks and trends.

Carat booked the traditional media, while the TV advert was directed by James Copeland.

Jon Owen, retail director for, said: “Having generated strong double digit sales growth since launching in 2009, this campaign is reflective of the next stage of our growth strategy. We’re also delighted to be supporting our fast growing fashion brand, Love Label, with its first above the line campaign.”

Neil Henderson from St Luke’s added: “ is setting the agenda in online retailing. This ‘always on’ advertising strategy is another example of how the brand is exploring new ways to fuel its already stellar growth”. Drum News UK

Content created with:

St Luke's

St Luke's is an independent creative agency, and the fastest growing in the Top 25. The ability to define powerful new agendas for brands is what sets us apart.

We've always believed in the importance of the big brand idea to drive commercial success. In a world of complex media decisions and fast moving conversations, the need for a clear brand agenda has never been stronger.

People do their best work when they are properly looked after. That's why everyone here has a share in the profits and a training budget to learn the skills they want.

Any good agency will give you a campaign idea. We will help you set a new agenda.

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