(Image: Damart)
DAMART has launched a new campaign to celebrate personal style and challenge outdated fashion ideas.
The Style Studio campaign centres on individuality and authenticity, featuring four women who share their genuine fashion experiences and needs.
Jeanette Howard Jones, managing director at Damart, said: "Style Studio brings to life something we believe strongly at Damart – that great style should feel personal.
"It should work for your life, reflect your personality and make you feel good.
"We wanted to move beyond simply telling women that Damart is stylish and show them what that looks like in real life.
"Working with Valerie and our four real women has given us the opportunity to tackle genuine styling challenges and demonstrate just how much possibility there is within our collection."
The campaign is fronted by style creator Valerie Mackay and includes a short film following her work with each woman.
The film highlights outfits for different occasions, from outdoor activities to special events.
Participants include Kulbir Kaur, Andrea Thompson, Julie Lowery and Di Knowles, each representing different lifestyles and style goals.
The campaign will run across connected TV, digital, social media, and Damart’s website, with additional press support.
Damart aims to position itself as a brand known for "confident, modern style" as well as comfort and practicality.