Seasalt Cornwall has unveiled its Christmas 2026 campaign, featuring an all-female Cornish sea shanty group.
The campaign, filmed in Charlestown Harbour, centres on the theme of homecoming and features 15-piece group Femmes de la Mer performing ‘Cornwall My Home’ against the backdrop of a traditional lantern parade.
The film features handmade paper lanterns created by local artist Imogen Bone, with the retailer drawing on its Cornish roots to tell a story of community, friendship and festive traditions.
It marks Seasalt’s third collaboration with the Falmouth-based group this year, following its spring/summer campaign featuring ‘Howlin Wind’ and autumn campaign featuring ‘Blood Red Roses’.
Seasalt has also sponsored a documentary about the group, Our Cornwall, produced by Grounded House Productions, which is set to be screened across the UK.
The Christmas film, created by Seasalt’s in-house team and led by creative director Katy Pople, will launch this weekend ahead of a wider advertising push throughout November and December.
For the first time, Seasalt will run its Christmas campaign across Channel 4, Netflix and Amazon Prime, using connected TV advertising formats that allow viewers to explore products worn by the performers from its festive collection.
The campaign will also appear across YouTube, print advertising and a digital partnership with The Telegraph, alongside imagery rolled out across Seasalt’s stores and online channels.
Seasalt currently operates 84 stores across the UK and Ireland, alongside its ecommerce business and wholesale partnerships with retailers including Marks & Spencer, Next, Nordstrom and Zalando.
The family-owned business, which was founded more than 40 years ago, has increasingly invested in brand storytelling and digital marketing as it looks to reach new customers beyond its traditional heartland.
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