House of Fraser has rebranded to Frasers and launched a spring edit with television presenter Cat Deeley. 

As part of its rebrand, the retail giant has teamed up with Deeley to be the face of its 2026 spring campaign, which marks the brand’s first collaboration since entering its new era.

The 100-piece edit, which has been hand-selected by Deeley, spans womenswear, footwear, accessories, kids, home and beauty. The collection is live in-store and online on frasers.com.

The edit features wardrobe staples from retailers including Barbour, Ralph Lauren, Coach, Tommy Hilfiger and Charlotte Tilbury.

It has been designed “for both casual and formal moments” and “blends premium minimalism with effortless, everyday style”.

Shot by photographer Sandra Seaton, the campaign is set within “a quintessential British spring backdrop” and captures “life at home and the beauty of everyday moments,” according to the retailer.

Deeley said: “Working with Frasers on this edit was a very full circle ‘pinch me’ moment as my mother has been a House of Fraser (as it was called at the time) shopper since I was a little girl. 

“It is a brand that resonates deeply with me and I am honored to join the Frasers family with this collaboration.”

Frasers Group chief brand partnerships officer David Epstein said: “Today marks a defining moment as we re-introduce Frasers and take another meaningful step in elevating our premium retail vision. 

“This rebrand is more than a new name, it’s about creating a destination that brings together the best in fashion, lifestyle and beauty for the modern customer – from Coach and Ralph Lauren to Charlotte Tilbury and more. 

“Welcoming Cat Deeley as the face of our spring campaign perfectly reflects that ambition; her timeless British style and authentic connection to the brand make her an ideal partner as we begin this new era.”

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