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The department store – which is best known as a go-to for home furnishings in the U.K. – has tapped Karen Elson as the face of its fall 2008 fashion campaign. “Karen was the perfect choice for us,” said Craig Inglis, head of brand communications at John Lewis. “She’s iconic, a mother of two and a woman who in her personal life doesn’t live for fashion but enjoys great clothes.”
The campaign has been shot by Phil Poynter and pictures Elson in John Lewis’ fall collections against a backdrop of child-like illustrations of street scenes. It will break in glossy U.K. newspaper supplements this weekend and will appear in the November issues of magazines including U.K. Vogue, Elle and InStyle. The $2.6 million campaign is designed to mark the retailer’s renewed efforts to push its fashion department, which carries brands including Jaeger London, BCBG, Whistles and Reiss. And even though she now spends most of her time ensconced in Tennessee with her rocker husband Jack White, Elson has gamely voiced her support for the British retailer’s fashion offer.
“I frequently pop in to John Lewis to get my bed linen but I never thought about buying clothes there before now,” said Elson.
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