TEXT MESSAGE: Against the backdrop of PPR’s plans to sell La Redoute by the end of the year, the French mail-order retailer is freshening up its image. Three video spots of 20 seconds each, thought up by the Kids Love Jetlag agency, are at the core of a new campaign.

The clips, which are to air on YouTube and French TV channels from tonight on, present pieces from La Redoute’s ready-to-wear and home ware collections through a playful line of storytelling that mimics text messaging, while a new slogan — “We all have a reason to love La Redoute” — trumpets the broad appeal of the brand, which boasts 7 million visitors a month on its Web pages and has 340.000 followers on Twitter.

Fans are encouraged to post their own videos on Vine, Twitter’s video sharing app, using the hashtag #lespetitehistoires (or little stories, in English). A jury made of La Redoute stylists and Daily Elle will then determine a winner, who is promised to walk off with products used in the new campaign.