The 'New Now' campaign will take in summer festivals, including Glastonbury, with a 'travelling funfair' visiting sites and venues.
In September it will roll out in-store 'experiential initiatives', such as store zones with the latest trends.
This will be followed by ads in lifestyle magazines, outdoor posters and online ads. Splendid will also manage a media relations drive targeting the consumer press. Naked Communications and Odd are also working with New Look.