The agency has been briefed to run the brand's consumer press office, raise the profile of its consumer website, www.simplybe.co.uk, and draw footfall to its six nationwide stores. The team will also promote Simply Be's mantra, 'Fashion Without Limits'.

The campaign will include launching the brand's AW12 collection, including ranges by Gok Wan. Two further high profile celebrity collaborations are planned and will be announced next month.

Activity has already started with a recent co-ordinated launch of two Simply Be stores with The Only Way Is Essex star Gemma Collins cutting the ribbon at both locations.

Label will also co-ordinate seasonal press launches, all product placement, news generation, celebrity seeding, event planning and handle all media requests around new store openings planned over the next 12 months.

Lee Bloor, founder of Label PR, said: "It is a testament to the agency that Label PR came through as the best agency for the job. We are excited to begin work on the account and to spread the Simply Be mantra – fashion without limits."