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Very backs new fashion label with £2 million campaign

Online department store has invested £2 million in an above the line campaign to support the launch of its new womenswear brand, Definitions.


Very backs new fashion label with £2 million campaign

Shop Direct owned Very has worked with its retained creative agency, St Luke’s, to create the campaign which will run across TV, print, outdoor and digital for five weeks, with the 30” TV advert breaking during tonight’s Emmerdale. There will also be an extended 40” edit appearing during X Factor on Saturday 7 September.

Aimed at professional women, Definitions offers a range of trend led clothing that can be worn from day through to evening, with a particular emphasis on separates and dresses. Very’s advertising campaign for the label is based around the idea of ‘everyday stylish’ .

Jon Owen, retail director at, explained: “At, our aim is to make great style accessible to everyone through a combination of big name brands and exclusive own labels. For some time now, our customers have been crying out for a trend-led yet affordable collection of chic, well-cut pieces that can be worn to the office and then styled up for the evening.

“With Definitions, we think we’ve struck the perfect balance of design, quality and price and this campaign really delivers that message. We’re looking forward to seeing how both the collection and advertising campaign resonate with women across the UK.”

Al Young, executive creative director at St Luke’s, said: “Definitions is a cutting edge fashion brand and needed a cutting edge ad campaign to match. The directors, Canada, have given us the look and feel we were aiming for – edgy and cool yet still playful and accessible.”

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