First John Lewis touched the nation with a series of heart-warming campaigns. Then M&S hit back with an all-star line-up for autumn 2013.
Now Debenhams has joined the fray with a multi-million pound advertising campaign that plays up its style credentials and features some of London Fashion Week's biggest names.
Soundtracked by up-and-coming songbird Foxes, the 'cinematic' advertisement follows the designers at Debenhams, among them Henry Holland and Julien Macdonald, as they create pieces for the brand.
Along with Macdonald and Holland, other designers featured in the ad, which premiered during The X-Factor last weekend, include Preen, Ben de Lisi and Jasper Conran.
Preen designer, Justin Thornton, said: 'We are delighted to be involved in the new advertising campaign for Debenhams.
'Two of our favourite pieces of the season are featured, including a suit with bold graphic stripes designed to give a chic and sporty look to classic tailoring - perfect for the new season.'
Other heavy hitters from Debenham's stable of designers also weighed in to praise the new campaign, with Henry Holland describing it as 'great' and Jasper Conran saying it showcased his new campaign against a 'backdrop of intrigue and glamour'.
— Daily Mail
Rosie Huntington-Whiteley vamps up her girl-next-door image
She's known for her natural girl-next-door image.
But Rosie Huntington-Whiteley showcased an edgy new look as she posed in a futuristic underwear shoot for the October issue of Elle UK magazine.
Forgoing her usual flowing honey blonde locks in favour of a fierce platinum bob, the 26-year-old beauty well and truly vamped up her sexy new image with a slick of dramatic black lipstick to emphasise her enviably full pout.
In addition to her striking look, the Transformers star made sure to show off her incredible model figure in a skimpy black crop top and high-waisted pants as she balanced precariously on a hoop impaled from the ceiling.
Showcasing her long, lean legs in a pair of black lace-up boots, the Devon-born bombshell pouted seductively into the distance as she draped a navy blue trench coat over her shoulders.
Another image, shot for Elle UK by photographer Mariano Vivanco, showed the model and actress clad in leather as she positively smouldered into the camera.
— Daily Mail
Melissa George, Elettra Wiedemann and Chloe Hayward take control of catwalk show
Agent Provocateur gently poke fun at the fashion industry in a newly released video to promote their autumn/winter collection.
The film begins with actress Melissa George and models Chloe Hayward and Elettra Wiedemann being trussed up and pushed around as they are prepared for a catwalk show with a domineering designer.
Their hair is pulled painfully into place, they are squeezed into tight clothes and banned from eating a sugary treat.
Melissa's character then decides enough is enough and confronts the designer, tearing off his clothes so she's in her underwear instead.
Chloe and Elettra defiantly follow suit and the three then strut down the catwalk in their lingerie - which is, of course, Agent Provocateur's latest designs.
Director Cameron Mitchell, who has worked on U.S. show Girls, said the sexy campaign - with a touch of humour - is about empowering women. The Motels' 1980 Total Control plays in the background, reflecting the brand's message.
He said: 'We were trying to make a fun film about how Agent Provocateur can actually help a woman free herself by controlling herself.'
The brand said the three women cast in the campaign were chosen because each has a 'strong character, different body shape and a sense of humour'.
— Daily Mail