Jessie J in House of Holland for Pretty Polly

Pretty Polly has announced international singer and songwriter Jessie J as the new star of the House of Holland for Pretty Polly AW11 campaign.

The scenes depict Jessie J as a stylish heroine in a series of comic-strip inspired scenarios, showing the power of Pretty Polly statement tights.

Bystanders are rendered powerless in the street as Jessie strides out in the newest collection by House of Holland for Pretty Polly.

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Pretty Polly claimed that Jessie J, who has earned herself international super-stardom in the music industry, was the natural choice for the groundbreaking fashion campaign for Pretty Polly.

Pretty Polly brand director David Hinchliffe said: “Jessie J was the only choice for this campaign – there is no one else who can capture the essence of the House of Holland for Pretty Polly tights quite like she can. She is amazing – her style, talent, unmistakable attitude make her the perfect choice for the collection.’

Jessie J said: “I was the front of the queue for legs.

“Ever since I started out as a singer, tights have been my statement. When you put on a pair of tights, you feel sexy and powerful. I have been wearing House of Holland for Pretty Polly tights for ages, there was a point when I almost hadn’t realised I was wearing them every time I left my house!”

Celebrity deigner Henry Holland added: “It’s been a great opportunity to work with Jessie and bring the campaign to life!”

The campaign will go live across from 17th October in primary outdoor locations nationwide.

There will also be strong online elements to the campaign, including promotional videos and behind the scenes content on You Tube, a partnership with Halftone iPhone app and targeted Facebook advertising.

All House of Holland for Pretty Polly tights featured in the campaign are available to buy from the new f-Store at www.facebook.com/prettypolly or at the new Pretty Polly pop up shop in Covent Garden Market, open from 17th October 2011 until 31st January, 2012.

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