The work is a follow-up to the autumn/winter campaign in 2011, which focused on the clothes and moved away from Fallon’s previous "man/woman" positioning.
It is based around themes and spans digital, press and online advertising, as well as in-store activity. The clothing in stores will be organised around 101’s themes (including "colourful" and "epic"), rather than traditional groupings such as blouses and skirts.
The campaign was ?created by Alice Stein. The print ads were?shot by the French photographer Grégoire Alexandre.