NATIONAL: Discount department store Kmart has upped its fashion stakes.
The national retail chain has collaborated with Melbourne advertising agency Cummins Nitro to create a fashion-forward autumn/winter 2008 campaign. Directed by noted photographer Richard Bailey and featuring Australian model Kristie Penn, the campaign aims to promote the retailer as a fashion destination while still emphasising its accessibility.
The campaign will air this Sunday on national broadcast and cable television before rolling out into catalogues, point of sale packages and the company's new look website.
The autumn/winter 2008 Kmart collection revolves around layered basics with satins, embellishments and jewel-like shades spicing up the womenswear mix.