John Lewis to "sex up" brand image

John Lewis is "sexing up" its brand image thanks to a stylish new range and model Florence Brudenell-Bruce (pictured), who also happens to be the girlfriend of Formula 1 driver Jenson Button.

Brudenell-Bruce, along with St Trinian's star Antonia Bernath, have been cast in the campaign to reinvigorate the department store's image and attract a new, younger group of shoppers. The new S/S '08 collection will hit stores the end of this month.

"We are sexing up our brand," confirmed a John Lewis spokesperson. I'd say mission accomplished!

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