Womenswear retailer Principles has signed actress Minnie Driver and her sister Kate to be faces for the brand.
Principles has never used a celebrity face before, but is following the trend of retailers cashing in on the obsession with TV and movie stars.
Jaeger recently hired Laura Bailey to promote its brand, and Ann Summers signed up former exotic dancer Nancy Sorrell.
Rubicon chief executive and managing director of Principles Peter Davies said: 'We felt that working with celebrities gave us a great way of launching the collection. We've now got a brand that we're proud of, so we're using celebrities to raise our profile.'
Davies hopes the Driver sisters will raise awareness and drive footfall in-store. He said that Principles wanted to convey a sense of trust, and the use of sisters would help because of associations with 'good sense and taste'.
For the moment, Minnie and Kate will be Principles' ambassadors only for the new Autumn/Winter collection. Davies would not reveal how much the push will cost, but expected the effect to be 'significant'. The campaign will run in stores from tomorrow.
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