The ads, created by DDB London, are set in a boxing ring, highlighting the fact the sale begins on Boxing Day in Edinburgh.
In one, an Alexander McQueen jacket is under the spotlight in the ring, while another ad shows a dress by Zac Posen. The ads were created by Grant Parker and Jo Wenley.
Julia Bowe, marketing director at Harvey Nichols, said: "The campaign promotes the sale in a typical 'punchy', Harvey Nichols way, combining glamorous fashion with a Harvey Nichols twist, using iconic imagery and a sense of humour."
The campaign is running in regional press in London, Manchester, Birmingham, Leeds, Edinburgh and Dublin, in titles such as Evening Standard, Edinburgh Evening News and Birmingham Post. Media is through Rocket.
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