xokuba Posted September 13 Posted September 13 (edited) Original Post Spoiler Coming October 18th. Lead single from Sophie's new album (coming late 2024 / early 2025). Freemans names Sophie Ellis-Bextor to spearhead AW24 'reinvention' campaign Spoiler Digital department store Freemans is hitting the fashion campaign trail hard for the upcoming season, with singer Sophie Ellis-Bextor the face of its statement AW24 ads. Ellis-Bextor — "a British icon [chosen] to reinvent a British icon" — will sit front and centre of the campaign to spearhead the brand's "renewed strategy". The refocus is "designed to drive consideration for Freemans.com and celebrate its unique proposition… curated across a host of major international brands, complemented by exclusive in-house designed and parent company Otto-sourced ranges". And the bottom line is to "reach new audiences with a host of new season fashion collections". The campaign targets the 40+ female shopper, demonstrating its fashion credentials with the aim of positioning itself as a 'style ally' to a consumer group "who… still don't feel communicated to in an authentic, informative and relatable way". A 30-second film starring Ellis-Bextor premieres Friday (13 September) in the prime Coronation Street ad break on ITV and the season opener on Channel 4's Gogglebox as well as YouTube and all major digital channels. Shot on location in Stockport, Warrington and the Trafford Centre, the ad's soundtrack exclusively features a preview of the singer's brand-new single called 'Freedom of the Night' which will be released later this month. Product ("as per Freemans' strategy") is the focus, with Ellis-Bextor changing outfits five times as she appears from a 'Freemans' lift, through to the singer walking down a cobbled street, descending escalators, cutting to a 'giant' wardrobe, packed full of the retailer's product, and ending in a party scene in a bar. She's joined with models of different ages and sizes throughout. The full-360 campaign also sees her joined by the newly-launched 'Freemans' Style Squad' in social and digital channels -- a collection of stylist influencers offering style tips and advice from 'Get Ready with Me's' to 'Ask Me Anything' -- in response to the retailer's customers asking for more help and advice. Richard Cristofoli, chief customer officer, Freemans, said: "We are passionate about reclaiming Freemans' fashion positioning as our transformation journey continues at pace. "As one of the UK's most iconic brands, we can think of no-one better than one of the UK's most iconic singers to lead the way with us as we continue to evolve. "Together with our Style Squad we are creating a content platform that responds to customer needs for more help and advice through the new season," added Richard. The through-the-line campaign will appear across all channels including online, CRM, social and PR. Paid socials, including Meta and Pinterest, also support with the retailer trialling Tik Tok video shopping ads for the first time. The activity will be further amplified via PPC and out of home. Copyright © 2024 FashionNetwork.com All rights reserved. Edited October 21 by xokuba 5
Slap Posted September 13 Posted September 13 This sounds better than everything she has done since Make a Scene. Bring back Shoot From The Hip/Trip The Light Fantastic Sophie 2
xokuba Posted September 13 Author Posted September 13 4 minutes ago, Slap said: This sounds better than everything she has done since Make a Scene. Bring back Shoot From The Hip/Trip The Light Fantastic Sophie She said that the sound of the album is very Trip the Light Fantastic. Confirmed collaborators of the album are Richard X, Cathy Dennis, Sigrid, Hannah Robinson, Nile Rogers and Biffco. 8
Uncatena Posted September 13 Posted September 13 2 minutes ago, xokuba said: She said that the sound of the album is very Trip the Light Fantastic. Confirmed collaborators of the album are Richard X, Cathy Dennis, Sigrid, Hannah Robinson, Nile Rogers and Biffco. oh WOW she is coming
Freaky Prince Posted September 13 Posted September 13 Hoping she goes back to her pop sound, can't believe her last one was 2011
Uncatena Posted September 13 Posted September 13 8 minutes ago, Freaky Prince said: Hoping she goes back to her pop sound, can't believe her last one was 2011 7 minutes ago, mike_int said: I hope she goes back to electro dance disco style if only there were a snippet of new music indicating a sound in the video posted in the OP... oh wait! 1
mike_int Posted September 13 Posted September 13 Just now, Uncatena said: if only there were a snippet of new music indicating a sound in the video posted in the OP... oh wait! Well Sophie is know that she has maybe like 2-3 dance songs on album then the rest is the experimental indie pop. Obviously lead will be one of the most commercial songs. So ... sush
Uncatena Posted September 13 Posted September 13 16 minutes ago, mike_int said: Well Sophie is know that she has maybe like 2-3 dance songs on album then the rest is the experimental indie pop. Obviously lead will be one of the most commercial songs. So ... sush 36 minutes ago, xokuba said: She said that the sound of the album is very Trip the Light Fantastic. Confirmed collaborators of the album are Richard X, Cathy Dennis, Sigrid, Hannah Robinson, Nile Rogers and Biffco. 4
mike_int Posted September 13 Posted September 13 2 minutes ago, Uncatena said: I will believe her when I hear it LOL
Mr. Blue_Shirt Posted September 13 Posted September 13 49 minutes ago, xokuba said: She said that the sound of the album is very Trip the Light Fantastic. Confirmed collaborators of the album are Richard X, Cathy Dennis, Sigrid, Hannah Robinson, Nile Rogers and Biffco. another Catch You & Me and My Imagination is coming wtf 3
JoeAg Posted September 13 Posted September 13 whoa it sounds incredible 1 hour ago, xokuba said: Cathy Dennis, Nile Rogers YES MA'AM!!!
dejmieeen Posted September 13 Posted September 13 How can I join her squad when my wig is already snatched? sounds AMAZING! 1
Migs Posted September 13 Posted September 13 5 hours ago, xokuba said: She said that the sound of the album is very Trip the Light Fantastic. Confirmed collaborators of the album are Richard X, Cathy Dennis, Sigrid, Hannah Robinson, Nile Rogers and Biffco. OOOOOOOH WOW!!! I'M EXCITED
BraveNewSeth Posted September 13 Posted September 13 6 hours ago, xokuba said: She said that the sound of the album is very Trip the Light Fantastic. Confirmed collaborators of the album are Richard X, Cathy Dennis, Sigrid, Hannah Robinson, Nile Rogers and Biffco. Oh we're so ******* back
livelikemusic Posted September 13 Posted September 13 Universal really said "we are not messing this up!"
Abracadabra Posted September 13 Posted September 13 She does this sound so well It's giving Trip the Light + Make A Scene
Ewan Chaos Posted September 13 Posted September 13 Oh it sounds good. I just saw her live last weekend and she plays so much of Make a Scene and her bops (I think she skipped most of the last 3 albums kiiiii), so I feel like she's definitely going the route of her pre-2011 albums The list of producers, her saying she wants to go in the vein of her best album TLLF, and her likely being really inspired after Murder's resurgence leads me to believe this is going to be really good...
Roxasvos Posted September 13 Posted September 13 Ohhh this makes me so excited!! The song sounds goooooodd!!🥰
NoAngelus Posted September 13 Posted September 13 She needs her own Spotlight/WYP? moment to reclaim the hype and passion among fans and internet, but I don't see it happening. She killed all the momentum she had with decade long collaboration with Ed.
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