John Lewis is breaking the mould with a sexy new fashion campaign designed to blow female shoppers' minds.
The department store chain is making its biggest investment in a fashion marketing drive in an effort to put its stores on the fashion map.
'We need to radically change customers' perceptions and communicate to them the strength of the John Lewis fashion portfolio,' said new director of womenswear and accessories Amanda Scott.
'It is as much about building awareness as driving sales. Research has shown that many customers are completely unaware of the extensive range of fashion brands sold by John Lewis. This campaign is set to change all that,' she said.
The six-week advertising blitz will throw the spotlight on brands such as Phase Eight, French Connection, Ted Baker and Farhi.
An image of models sporting clothes from the latest collections illustrates the push, which runs from August 29.
The integrated campaign includes newspaper ads, magazine inserts and billboards in London. There will also be a fashion roadshow and a door drop to a million homes.
To reinforce the message, John Lewis has been revamping fashion floors to create a more contemporary store environment, with more models and inspirational visuals. The drive will be supported in stores with point-of-sale and window displays.
Scott joined John Lewis from Debenhams in 2001. She is spearheading the relaunch of own-brand clothes and promises to establish a 'definite handwriting' that makes a statement about women's fashion at John Lewis.