Keen to keep the goodwill going beyond Christmas, John Lewis is putting most of its media spend behind its fashion campaigns this year.
The first of these is for its spring/summer collection and the hot trend for this season – if you weren’t already tipped off by the comeback of French Connection’s FCUK campaign – appears to be a return to the 90s. The executions combine product shots with those of models, and the simplistic design is echoed by the "Modern simplicity" tagline. The work breaks on 13 February and will run on outdoor, press and digital sites. It was photographed by Scott Trindle.