Yorkshire based fashion retailer Damart has announced a bold new campaign, coinciding with its latest Autumn/Winter collection.

Launching nationally from 24th September, across TV and digital media channels, Damart has partnered with THG Studios to create an empowering advertising campaign. It highlights how the clothing we put on defines how we feel for the rest of the day and demonstrates how Damart offers a wardrobe that gives women a feeling of freedom and confidence to express themselves.

The new TV campaign emphasises this by following three women as they get ready. Each is heading somewhere different, and into varying scenarios as highlighted by their outfits. With the strapline, ‘It starts with Damart’, the advert celebrates the women being in an exciting chapter of their lives – exploring new places to be, flavours to taste, music to move to.

Ben Phillips, Marketing Director, Damart, said: “Our latest campaign showcases the everyday moments that make life meaningful – from the confidence of walking into work, to the joy of catching up with friends, or the excitement of stepping into something new, like a first interview or a special date.

With our customer at the heart of every design, we create clothing that works for her lifestyle. Whatever the situation, she can step out with confidence – in stylish shoes, perfectly fitting jeans or a standout, versatile coat that keeps her warm, dry and looks great.”

Richard Aldiss, SVP, THG Studios, commented: "We're delighted to have partnered with Damart to deliver a full-service creative solution for their latest TVC, overseeing every stage from concept through to final execution. Our creative direction, built around the ‘It starts with Damart’ strapline, was designed to directly support the brand’s strategic objectives of driving growth through brand reappraisal and new customer acquisition. By focusing on authentic and relatable moments, we have developed a campaign that not only communicates a powerful story but also deepens consumer engagement and broadens Damart’s appeal to new audiences."

View the new TV campaign advert via Damart’s YouTube channel here.

Media planning for the campaign was handled by Essence MediaCom and 26PMX.

The campaign will run until the end of October and, to celebrate, Damart is offering customers 20% off and free delivery with code “START20” at www.damart.co.uk.