Department store Debenhams is to invest in innovative marketing for its autumn/winter campaign, including upping its print and television advertising and introducing augmented reality into its stores for the first time.
The campaign will be spearheaded by a TV campaign featuring musician Foxes whose debut solo single 'Youth' has been selected as the backing track and who will appear in the advert wearing a Henry Holland dress.
Richard Cristofoli, marketing director at Debenhams, told Marketing Magazine: "Nobody else gives their customers the level of access to names that really dominate the headlines of London Fashion Week."
Designers having their clothing featured in the campaign include Preen, Holland, Julien Macdonald, Ben de Lisi, Jasper Conran and Betty Jackson.
The in-store augmented reality activity will allow people to hold their mobile up to promotional material in order to play a video featuring designers introducing their trend.
