Department store chain Debenhams is to launch its next instalment of its ‘Life Made Fabulous’ TV campaign as it opens its first Russian store.

The retailer will debut its first store in Russia on Saturday, a 35,000sq ft shop in Moscow’s Mega Belaya Dacha mall, with franchise partner Debruss.

In the UK, it is to debut its autumn winter ‘Life Made Fabulous’ campaign, starring Designers at Debenhams including Julien Macdonald, Henry Holland and Jasper Conran. The ad airs tomorrow during Emmerdale.

The launch follows the success of its summer campaign which yielded a £1m sales boost in swimwear in just two weeks.

The advert starred Sadie Frost and Jemima French and drove a 210% jump in sales of their Floozie swimwear brand.

The Matthew Williamson Butterfly bikini which was worn in the closing scene of the summer ad experienced a sales leap of 383%.

The ‘Life Made Fabulous’ series, the store’s first TV campaign for over four years, launched last year.

Debenhams marketing director, Richard Cristofoli said: “It’s an extremely exciting time for the brand. As we get set to launch the fourth ad in the series, it’s clear that customers are responding to our brand message.

“They’re recognising Debenhams as an engaging, more stylish brand that’s on the up.”

The new ad shows the designers in their studios adding the finishing touches to their autumn winter 2012 collections.

A close up of the product then transports the audience to the same item being worn and enjoyed in real life situations.

All adverts feature the campaign strap line ‘Life Made Fabulous with Designers at Debenhams’, alongside the back track ‘This is the life’ by indie band Two Door Cinema Club.

The campaign is backed up with online content such as interviews with each designer, top picks and social media activity showing how the designers work to create their collections.

Debenhams autumn/winter ad runs between August 29 and September 9.

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