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The book, an initiative to bring designer labels to the home

shopper, launched this week with a high-fashion press campaign featuring

images of models reflected in silver cutlery.

Created by WCRS, the ads aim to introduce the book to its target market

of upmarket working women who know their way around top high-street

brands but are too busy to shop as often as they would like.

The book is the brainchild of the mail order company, Freemans, which

has linked with IPC’s Marie Claire in a bid to break home shopping out

of its low-budget, pay-as-you-wear mould.

The collections, which are all also available in high-street shops, are

shot by fashion photographers and collected into a silver-spiral-bound

’style bible’.

In each execution, shot by Tim Simmons, the model is wearing items

available from the book. The print ads for the book will appear in the

style press and on bus Mega Rears and illuminated bus sides in London

and Manchester.

The service offers upmarket ranges from names such as Whistles, Jasper

Conran, Betty Jackson and Karen Millen. It is promoted in the current

issue of Marie Claire and the book features the magazine’s logo and

draws on the expertise of its journalists.

Written by Will Barnett and art directed by Mike Wells, the advertising

is designed not only to raise awareness of the book but also to generate

responses - using a direct response telephone number.

Media strategy for the launch was handled by Michaelides & Bednash,

while media was bought by Freemans’ media agency of record, Mansfield

Lang.