Very invests £2mn to launch new womenswear brand

Definitions is designed to take stylish, professional women from day through to evening by offering a versatile range of edited trend essentials, with a particular emphasis on separates and dresses.

Very.co.uk's advertising campaign for the label is based around the idea of 'everyday stylish' - that no matter how mundane or banal the situation, the right outfit can make you feel fabulous.

Very.co.uk worked with its retained creative agency, St Luke's, to create the campaign. It will run across TV, print, outdoor and digital for five weeks, with the 30" TV advert breaking during tonight's Emmerdale and the extended 40" edit appearing during X Factor on Saturday 7th September.

Jon Owen, retail director at Very.co.uk, part of Shop Direct, said: "At Very.co.uk, 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."

Very