The Next chapter: Fashion chain unveils revamp with new ad campaign

With High Street chains unveiling designer collaborations and celebrity faces, Next is determined not to be left out of the loop.
The retailer has unveiled a hot new campaign - featuring seven dancers and a choreographed routine.
The girls, sporting identical outfits, were filmed for the ad that looks more like a music video to promote next-day delivery for online purchases.

Dancers stand outside of St Paul's Cathedral sporting Next's floor-length blue maxi dress £78

Breaking with tradition,the retailer will air the full screen edit on Facebook, Twitter and next.co.uk this Thursday ahead of the scheduled TV premiere on Sunday evening.

Price points for the collection range from £55 for a bright orange pocket coat to £78 for a floor-length blue maxi dress.
During filming in London, crowds of tourists got a glimpse of the action and the Household Cavalry are even featured in one scene.

Savvy: Next has revealed a new digital advertising campaign that will air on Facebook and Twitter

Last September Next commissioned an advert directed by Ben Watts filmed on the banks of the river Seine to reflect the season’s Parisian trends starring Brazilian model Emanuela de Paula and Spanish actor Jon Kortajarena.
Founded in 1982, a number of top supermodels including Alessandra Ambrosio have featured in Next campaigns.

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Bright days: The Next orange pocket coat, £55 seen in Oxford Circus

The move celebrates the brand's stable success. It reported pretax profits for the first half of the year of £228m matched by a 15.1 per cent rise in online sales despite other retailers feeling the onslaught of the recession.
Next chief executive Lord Wolfson said: 'In a difficult year, Next has proved resilient. In many ways 2011 has presented the perfect storm to the retail economy.'