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Ads will appear in Marie Claire, Elle and a selection of other women's monthlies and intend to make young women aware of Harrods' newest offering.

The Designer Studio, which opens in February, will sell clothes by designers such as Roland Mouret, Jonathan Saunders and Gharani Strok.

Three executions all carry the tagline "worth the wait" and feature models thought to be on the brink of major recognition.

Nicole Refson, Harrods' advertising and promotions controller, said: "We wanted a provocative campaign to focus attention on The Designer Studio, which will further enhance our contemporary fashion offer."

Malcolm Poynton, O&M's executive creative director, said: "New season fashions can't arrive quick enough for folk who know their Jacobs from their Saunders. Gracefully, this campaign reflects just that, while making people more aware of Harrods for contemporary fashion. In a naked kind of way."

O&M was added to Harrods' agency roster in December. The Designer Studio is the first of a number of projects the agency will work on for Harrods during 2004.

The ads were written and art directed by Jo Griffiths and Kate Clough and shot by Kate Plumb. Media planning and buying was through PHD.