Etailer BrandAlley has unveiled an ad campaign designed to improve the perception of discount fashion.

The ‘Alice All Grown Up’ campaign, which is the etailer’s first since chief executive Rob Feldmann led a management buyout of the company in January, launches in print and online this month.

It features a grown-up Alice in Wonderland at a tea party, tumbling down a rabbit hole and reading the classic Lewis Carroll novel.

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