Cecil Gee gets raunchy in a bid to revamp brand

Moss Bros-owned Cecil Gee is repositioning itself as a cutting- edge fashion store, with an advertising campaign showing raunchy images of couples caught on CCTV.

The£200,000 magazine and window campaign, designed by Banks Hoggins O'Shea FCB, launches on September 19 in men's glossies.

Cecil Gee group marketing manager Andrew Barclay said that the campaign's aim is to move the retailer away from a classic menswear image.

'We're trying to be the first for new brands. Men are increasingly buying urban daywear, so we're buying a lot of designs like Custo and Etienne Ozeki,' he said.

Cecil Gee shop windows will carry the same images.