New Look Launches 100 Days of Summer Campaign

LONDON, ENGLAND, May 14, 2011 /Fashion PR News/ -- High street fashion retailer New Look is revolutionising the way they advertise by using style savvy customers and staff in the soon to launch '100 Days of Summer' campaign. Developing the trend for using real people, the popular store has taken the notion one step further by enlisting the help of 100 real girls and boys with real street style- more than any other brand has done before.

The stylish group will feature in TV advertising which will air from 9th May 2011 as well as in press, billboards and online.

The 'NewLookistas' as they are being dubbed, (New Look mixed with 'stylista') were scouted in and around New Look stores across the country and were chosen for their unique flare, individual style and positive energy. Four of New Look's own stylish staff also appear in the campaign; talk about living the brand!

Facebook.com/newlookfashion also saw thousands of the UK's fashion conscious crowd show an interest in a recent casting event and the page is now a hub of excitement with over 6,000 stylistas swapping style tips and predicting the next big trend in High Street couture.

NewLookistas break the model mould; at an average height of 5ft 5, dress sizes ranging from 6 to 18 and aged up to 29 years, each has a distinct style and attitude that epitomises everyday style icons walking Britain's streets. It is hoped the campaign will inspire people across the country to be proud of their individual style and embrace fashion.

Shavonne Walker, 18, a New Look Sales Assistant, said: "I never thought I would be a model as I have an individual look and like to mix up my style. My advice to other girls is to smile, embrace your body and always dress to impress!"

Rhian Williams, 21, a university Human Resources student, added: "I love fashion so taking part in the New Look shoot was a dream come true! This summer is all about colour and fun; the colourful maxi dresses were my favourite."

In developing the summer campaign, New Look wanted to show customers how to style their look for the entire summer season, not just for two weeks on the beach. For New Look's girls, summer is one long, fun event (100 days in fact!) with occasions from poolside parties and glam festivals to chic picnics, each of which needs tailoring to create a unique look.

'100 Days of Summer' shows off the incredible breadth of the New Look summer collection from the jeans to the latest in vogue shoes, while celebrating the girls who wear it with style and confidence. The campaign highlights not just the individual pieces, but also how they could be put together, inspiring looks and offering new styling ideas for the whole season to the girl on the High Street.

Nick Cross, Group Chief Marketing Officer, comments: "100 Days of Summer is our new initiative to inspire customers to enjoy the summer months and have fun with their style. We want to involve staff and customers as these are the people at the heart of what New Look is all about. We want to show that anyone with style, regardless of height, age or size can be a New Look girl."

Committed to featuring real people in future campaigns, New Look will be on the hunt up and down the country later this year to find more girls (and guys) to star in forth-coming ads.