The campaign, created by JWT, features the strapline 'Feel Fabulous' and unveils the department store's Spring/Summer 2011 collection. Its headline spot, which premiered during Coronation Street's ad break on ITV1, is set behind the scenes at a catwalk show. The ad was written by Adam Griffin and art directed by Rob Spicer. It was directed by Joanna Bailey through Bare.
The campaign is supported by print and digital activity.