News > New 'sophisticated' look for Ann Summers

Published: 31/07/2008 | Categories: 'Product News', 'Fashion - Women'

New 'sophisticated' look for Ann Summers

A new "sophisticated" look has been unveiled by Ann Summers for its autumn and winter collection, which may interest those with money off codes.

The high street lingerie chain says its Hotel campaign promotes "a new feminine, sophisticated approach to its product and shopping environment" and "marks a new era" for the retailer.

Created by an in-house design team with direction from former Harpers Bazaar fashion editor Nick Cox the new lingerie, bedroom wear and accessory collections, combine Ann Summers' core values of "innovative, sexy and fun", the company claims.

The new look has been launched in the retailer's 132 stores, at its parties and on the company's website.

News of the new campaign follows an announcement by Ann Summers in June that it was to move its focus away from sex toys and raunchy underwear and concentrate instead on its more sensuous Knickerbox lingerie label.

"The new concept will be much more luxurious and glamorous. Before it felt more clinical, old-fashioned," said Jacqueline Gold, the company's chief executive.

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