Freemans launches latest campaign with trio of dance stars

Digital department store Freemans has launched a new spring campaign featuring dance stars Ola Jordan, Janette Manrara and Karen Hauer.

Running throughout throughout March and April, the  Free to Be You campaign aims to position the retailer as the ‘go to’ digital department store where customers can discover fashion for all sizes, ages, lifestyles, personalities and budgets.

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It will feature Jordan, Manrara and Hauer selecting their top picks from the exclusive ranges they are representing. While Manrara will be wearing the retailer’s Star by Julien Macdonald ‘runway ready’ fashion collection, Jordan will front clothing by TV stylist Mark Heyes. Meanwhile, Hauer will introduce Freemans’ new exclusive Freestyle casual daywear brand.

The campaign has launched across  all channels with the strapline of Freemans Be More Free.

Richard Cristofoli, chief customer officer at Freemans, said: “This season is all about celebrating being you and the freedom that brings with it.  Whatever your style, mood or the occasion, Freemans has everything you need- especially if you’re looking for something you can’t find anywhere else. Freemans is there for you, celebrating the freedom to be you.

“We know customers love our exclusive fashion brands and showcasing them with the help of Ola, Janette and Karen helps us bring thing this to life – all under-pinned by amazing Freemans value and stand out free delivery and returns.”

The campaign will also see the on-going Loose Women ‘ident sponsorship’ being taken up another level using lifestyle images featuring the three celebrities alongside an ever changing range of ‘hot topic’ questions for viewers including ‘who’s ready for some sunshine?’, ‘can you ever be really overdressed?’ and ‘how do you find fun in every moment?’.

Actress and Loose Women panelist, Nadia Sawalha, will feature as the voice over alongside the  soundtrack ‘Do It’ from Daphne Willis.

Freemans said the new Freestyle collection will fill a casual daywear market opportunity it has identified aa a result of changing work patterns. The range spans 40 pieces and is priced from £19 to £59 in sizes 10 to 24.

Last month, Freemans  announced that it had enjoyed ‘a cracker of a Christmas’ with sales in the eight weeks to 31 December 22 up 23%.