Fronted by emerging Brighton three-piece band, Tall Ships, the campaign will include an online film that will seed across music and fashion sites, as well as in-store. National press ads will also run in a number of menswear titles.
The ad's creative director is Harriman Steel's Nick Steel, and is produced by Beth McQueen.
Amanda Green, House of Fraser head of external communications, said: "We are extremely excited about the launch of this campaign for Label Lab Menswear. Harriman Steel has successfully captured the spirit of the brand to produce some truly distinctive advertising."
Harriman Steel creative director Nick Steel, added. "The imagery needs a consistent attitude. The styling is effortless and in keeping to the bands identity. We used Tall Ships over and above models to connect with the consumer in a more authentic manner."
The store has worked with a number of specialist retail agencies on a project basis in recent years, as well as using its in-house marketing team for some campaigns.
Last year the retailer appointed digital agency twentysix London to oversee a full redesign of its ecommerce operation. House of Fraser worked with DLKW Lowe between 2008 and 2009.