The book, an initiative to bring designer labels to the home
shopper, launched this week with a high-fashion press campaign featuring
images of models reflected in silver cutlery.
Created by WCRS, the ads aim to introduce the book to its target market
of upmarket working women who know their way around top high-street
brands but are too busy to shop as often as they would like.
The book is the brainchild of the mail order company, Freemans, which
has linked with IPC’s Marie Claire in a bid to break home shopping out
of its low-budget, pay-as-you-wear mould.
The collections, which are all also available in high-street shops, are
shot by fashion photographers and collected into a silver-spiral-bound
In each execution, shot by Tim Simmons, the model is wearing items
available from the book. The print ads for the book will appear in the
style press and on bus Mega Rears and illuminated bus sides in London
The service offers upmarket ranges from names such as Whistles, Jasper
Conran, Betty Jackson and Karen Millen. It is promoted in the current
issue of Marie Claire and the book features the magazine’s logo and
draws on the expertise of its journalists.
Written by Will Barnett and art directed by Mike Wells, the advertising
is designed not only to raise awareness of the book but also to generate
responses - using a direct response telephone number.
Media strategy for the launch was handled by Michaelides & Bednash,
while media was bought by Freemans’ media agency of record, Mansfield