Harvey Nichols today reveals an exciting new campaign for Spring, ‘The New Breed’.
Shot by prominent fashion photographer, Miles Aldridge and starring ‘Spud’ the British Bulldog, ‘Dozer’, an English Bull Terrier and Staffordshire Bull Terrier, ‘Pepper’, the campaign seeks to initiate a new attitude towards Harvey Nichols and animate the cornucopia of accessible fashion available in store (Third Floor Womenswear – Harvey Nichols Leeds) and online.
Model wears: Theyskens’ Theory leather dress – £730
Kenzo Paris jacket – £845
Sandro T-shirt – £69
Byrogue Ring – £120
MFP – MariaFrancescaPepe ring – £55
‘Spud’ wears: 3.1 Philip Lim Bag, £700
‘The New Breed’ vanguard includes Kenzo Paris, Theyskens’ Theory, Sandro, Equipment and alice + Olivia and J Brand, Michael Michael Kors and Sophie Hulme leading the way for accessories.
Styled by Harry Lambert, the campaign will receive print exposure in addition to appearing across London bus stops within zone 1 as well as the Underground. Spud, Pepper and Dozer will also travel the city, appearing on London buses and Black cabs.
Model wears: alice + olivia bra- top – £215
alice + olivia jean – £170
MFP – MariaFrancescaPepe ring – £45
Maria Black ring – £145
Michael Kors watch, £175
Pepper wears: Marc by Marc Jacobs bag – £435
Dedicated ‘Doggy-Bag’ packaging has also been created for purchases made (Third Floor Womenswear – Harvey Nichols Leeds) throughout March. The campaign is also accompanied by a twenty-eight page glossy magazine, featuring ‘The New Breed’ Spring/Summer collections. Complimentary to all Harvey Nichols customers, the magazine will be available in all Harvey Nichols stores from 1 March 2013.
Model wears: Equipment shirt – £220
J Brand shorts – £195
Iosselliani bracelet – £280
Ca and Lou cuff – £370
Dozer wears: Sophie Hulme bag, £580
IMPORTANT: No dogs were harmed during the shooting of this campaign. A 3.1. Phillip Lim bag was punctured and a McQ necklace mysteriously went missing, but Spud denies all involvement…
