The Clotheshow has unveiled a marketing campaign designed to attract a more mature 15- to 35-year-old audience.
The initiative includes a print, poster and direct mail campaign as well as TV and cinema commercials. Galaxy Radio Network will also promote the show for eight weeks culminating in live broadcasts from the event.
Other media partners include Marie Claire Health & Beauty and B magazine.
'The campaign has more edge than in previous years and we're marketing to a slightly older audience,' said Clotheshow managing director Simon Kimble.
The show runs from 8-13 December at the NEC.