Fenwick has debuted its first ad campaign across the UK today as it looks to evolve the 140-year-old brand.
The upmarket department store has partnered with brand strategy consultancy At Large on the campaign inspired by the recent trend of quiet luxury.
The retailer’s adverts include slogans of ‘Quiet no more’ and ‘Give them something to talk about’ against the backdrop of images shot by photographers Estevez + Belloso and Ana Paganini.
These have been placed on billboards around the UK including Picardy Place in Edinburgh to Old Street Roundabout and Dalston Junction in London, as well as the capital’s underground tube stations.
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The retailer is also hosting a series of pop-ups in its stores, offering ‘Quiet no more’ slogan t-shirts for £30 with a free tote bag for every purchase. The tops are also available online.
Fenwick chief marketing officer Mia Fenwick said: “The launch of our first ever Fenwick brand campaign is a monumental moment for us.
“As a traditionally discreet brand, this is our time to be ‘Quiet no more’.
“Our campaign reaches out to a new generation who want to engage with authentic brands, feel seen and welcomed.”
Fenwick’s move to evolve the brand comes as the retailer is in the process of closing down its flagship store along London’s Bond Street after 130 years.
Chairman Simon Calver said the decision would help ensure the business is on a really strong financial footing and can survive for another 140 years.
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