It may be in the aforementioned retail accumulation as high-fashion Meccas Topshop and Miss Selfridge but for years BHS has been admiring in the appearance stakes - until it apparent its glossy new autumn collection.
In an absolute aboriginal attending at the administration store's new advert, it is bright that BHS is determined to accord the best alluring of its aerial artery competitors a run for their money.
The adult new campaign, which sees a Cara Delevingne lookalike archetypal accepting dressed for work, was created with the alive mother in mind.
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Sexy new makeover: BHS accept apparent a glossy new autumn accumulating and a adult ad attack to go with it
'We apperceive that alive mums beyond the country generally multi-task with accepting the kids accessible for school, shopping, allocation the bills, activity to work, and we capital to actualize a attack that would affect her to attending beautiful and assured whilst bamboozlement all the things that activity throws her way,' said BHS of the new advert.
The abundance - which is endemic by Sir Philip Green's Arcadia accumulation - say that it aims to instil aplomb in the alive mum and action her articles that will accomplish her attending acceptable - while still actuality affordable.
The music best of I am a W.O.M.A.N by Peggy Lee was key to the store's changeable empowerment theme, and the model's assured demeanous as she dresses, staring bottomward the camera, backs it up.
Confidence: The advert is aimed at alive mums and hopes to brainwash aplomb in them back accepting accessible in the morning
BHS CEO Richard Amount said today: 'We recognise that it is the woman that is generally the linch-pin that keeps the ancestors together.
'We appetite to ability out to her and appearance that we can accomplish her activity easier while auspicious to amusement herself from time to time.
'BHS has afflicted over the aftermost 12 months and we are accessible to bark about what we accept to offer.'
Empowered: The music best of I am a W.O.M.A.N by Peggy Lee was key to the store's called affair of allotment women
New direction: With the advice of a Cara Delevingne lookalike model, it's bright that BHS are ability a appearance makeover
BHS Creative Director Jacqui Gray added: ‘Our job is to bless and address to Britain’s calm CEOs – those admirable women who authority bottomward jobs, accumulate their families calm and are consistently there for their friends.
They are amazing and we are actuality to advice them attending and feel great.'
The campaign, which affectedness on September 18 during Coronation Artery will be followed through with a columnist and agenda attack and will run until 7 October.
The abstraction was created by Joint and the blur was directed by Jonas Akerlund, acclaimed for his assignment with Beyonce.
Jonas said: 'I'm absolutely aflame about alive with Joint on the BHS attack which celebrates British women and inspires them to attending acceptable in abundant appearance from a abundant British company.'
They're back! BHS accept had a appearance check and apparent a beginning and glossy new A/W13 accumulating (Coat £65, blouse £22, brim £26, croc clamp £20, covering gloves £18)
Wearable: The abundance achievement their new accumulating evokes simplicity, breeding and composure (L-belted covering £65, bag £28, R- biker anorak £55, cycle close £10, jeans £22)
The new ambit is advised to arm-twist 'simplicity, breeding and sophistication' and the abundance say they achievement to action 'modern-day courtly allure accumulated with structured fits and apple-pie lines'.
And all with a purse-friendly amount tag.
'BHS Womenswear AW13 is a abstinent mix of able pieces and apparel essentials that accept created a actual wearable and assured accumulating advised to clothing every woman,' say the store.
Easy to abrasion connected is key and comes in the anatomy of stripes, geometrical prints, florals and adventuresome mono-blocking.
And for the added adventuresome there are affluence of attenuate colour injections with tones of emerald, claret, rust, azure and cobalt.
Fashion forward: Connected and checks are key to the accumulating and appear in the anatomy of stripes, geometrical prints and adventuresome mono-blocking (L- jumper £28, bag £28, R- pyjama set £28)
In a nod to Chanel's Highland trend, archetypal shapes accept been adapted with tweed, textured knits, faux covering trimming, adornment and jacquard.
And in addition admiration to aerial appearance the cast has acclimated cool chichi archetypal Susannah, who bares a arresting affinity to It babe Cara Delevingne, to advertise the collection.
Key looks for the new division are colossal knits or box acme beat with covering or book pencil skirts and the accumulating additionally serves up tweed coats, about-face dresses and tunics.
BHS accept additionally taken agenda of the sports luxe trend, as championed by Rihanna, Rita Ora and Cara Delevingne, and alien the appearance with silk-mix book adviser jackets and a checky adviser teamed peg-leg trousers.
Comfort and style: there are affluence of cosy knits, atramentous jeans and nude heels in the new collection, which starts at £10 (Jumper £25, trousers £22)
On trend: Archetypal shapes accept been adapted with tweed, textured knits, faux covering trimming, adornment and jacquard (L-tunic £35, cycle close £10, R-textured covering £65, cycle close £10, trousers £22)
For outerwear, there are tweed and covering biker jackets, as able-bodied as biscuit continued jackets, which can be teamed with a cycle close and the admirer jean.
As for footwear, the abundance accept ashore to vintage-inspired styles with low block heel courts, Mary Janes and babe heels.
But for those attractive to add a tougher edge, there's athletic biker boots, jewel coloured suede shoe boots and brogues.
BHS A/W13 is accessible in-store and online.
Familiar face: BHS's model, Susannah (left) and her bristling eyebrows buck an astonishing affinity to model-of-the-moment Cara Delevingne (right)
BHS began activity in the 1970s and was acquired by Sir Philip Green in 2002 and congenital into the Arcadia accumulation in 2009.
In aboriginal 2006, Philip advised affairs the abundance and contacted rivals including Asda and Debenhams with no success.
In 2010, BHS gave itself a cast check by alteration its logo, resurrecting the uppercase anatomy of the abbreviation, ablution an e-commerce website and a new abundance design.
Richard Amount is accepted CEO.
BHS has 179 food civic and it has a rolling programme to modernise them; about a division of the food are now in the new formats.
BHS has 18 committed Home food beyond the country.
BHS.co.uk offers over 30,000 articles with on-line exclusives.
BHS is accretion its all-embracing portfolio, currently at 90 stores.
Pyjama set £28
It ability accept been accustomed a alluring new makeover but BHS has still kept its eye on the retail prize: the 30something able woman with a bit of money to spend.
Like M&S, who has afresh angry about its womenswear offering, the cast has listened to its barter and delivered wearable pieces that can be slotted in to an absolute apparel (complete with best hemlines and sleeves) rather than block the trends and aggravating to attempt with 'younger' brands like Topshop or Primark.
Interest comes in flashes of architecture detail rather than a too-short brim or coast neckline and while there is a nod to acknowledged trends from the aftermost few seasons (pyjamas as outerwear, pictured right, were aboriginal apparent in loud prints on the Stella McCartney S/S '12 catwalk) the success of this accumulating lies in its simplicity: key pieces in easy-to-wear colours that will amend a attending after breaking the bank.
Favourite pieces accommodate the Crombie-style covering which I'll be cutting with angular covering trousers and the biker anorak beat with a 60s appearance polo neck.
