BMP rips designer wear for Harvey Nichols

Harvey Nichols, the upmarket department store, has unveiled a campaign to promote its annual summer sale featuring must-have designer items being torn apart by frenzied shoppers, eager to find bargains.

The press and poster campaign, through BMP DDB, comprises three creative executions showing clothing being pulled in opposite directions. The first features a pair of Stella McCartney trousers, the second a Helmut Lang shirt and the final ad shows a pair of Chloe bikini bottoms.

"The ads subvert classic fashion shots with the physicality of what actually happens at a sale," Justin Tindall, who art directed the campaign, said.

The copywriter Adam Tucker added: "We wanted to do something simple that would capture the imagination of the target audience by taking beautiful and iconic fashion images and twisting them, or in this case, stretching them, with an advertising idea."

Media planning and buying is handled by Rocket.

In June, the Advertising Standards Authority ordered Harvey Nichols to withdraw its "fashion victim" advertisement following a dozen complaints.

The ad, which ran on posters and in Vogue, Elle and Harpers & Queen, showed the back of a driver's head and the reflection in the rearview mirror. In the mirror, the female driver is seen applying lipstick. Through the windscreen, a pedestrian is shown crossing the road in front of the car, holding his hands up and looking at the driver in horror as he fears he is about to be mown down.

The picture was accompanied by the words: "fashion victim", "125 new lipsticks by Pout now available".