The Sunday Times is rolling out a marketing campaign, featuring designer Vivienne Westwood and actress Sadie Frost, to promote the redesigned Style magazine which launches this Sunday (20 September) with a one-off super-sized edition.

A 30-second TV and cinema ad, voiced by Sadie Frost, kicks off this Thursday, 17 September, to highlight the “Big Fashion” issue which heralds London Fashion Week. The cover features British supermodel, Lily Donaldson, shot by new photography star Will Davidson.

The TV and cinema campaign is supported by a print campaign also running this week featuring Vivienne Westwood who talks about what Style magazine means to her.  The campaign was created by CHI and Partners.

From 27 September, the new look Style, edited by Tiffanie Darke, will see an increased focus on fashion and shopping, while still covering lifestyle and food.  Your Style, the new fashion and beauty section, includes dedicated shopping pages, a dressing solution page edited by fashion editor, Natalie Hartley, and make-up masterclasses with beauty luminaries. 

The Inner Style section, dedicated to relationships and health, is anchored by Sally Brampton, the straight-talking advice guru, with a double page spread answering readers’ problems.  The Life Style section has also been boosted with Lucas Hollweg given more space for food news and a section where readers can quiz him on food dilemmas. 

AA Gill’s Table Talk and the rich interiors features continue as familiar favourites.  A news and tips section, Update, fronts the magazine and the features section focuses on the celebrity interviews and social trend features.

John Witherow, Editor of The Sunday Times, said, “We last redesigned Style seven years ago and it was time to refresh the brand.  The redesign has given us the opportunity to build on the magazine’s great strengths and to introduce new content and ideas.  The fresher, cleaner look will reinforce Style’s position as the leader in the weekly glossy market.”

To celebrate the new look, a competition will run in the 27 September issue for a reader to christen the latest Mulberry ‘It’ bag and have one made just for the winner.