
Spreading the love to +55s
The one thing
The style of your life
An insight-led proposition that sits perfectly at the heart of the revitalised brand – from campaign concepts to the copywriting – to appeal to a busy, younger women (55+).
How we found
the good
Through Co-create. Listening to a lively group of women who had A LOT to say about fashion and the way it’s marketed to the over-50s. The takeaway insight was, we’re young at heart and we want clothes with personality and versatility built in.
So we gave them the lifestyle inspiration they craved. Bursting with the brand’s trademark charisma, inspired by #5WaysToWear.


Everyday Catwalk
TV, Social, Press, OOH, Digital
Enter ‘The FeelGood Coat’ and ‘The Swishy Skirt’ to our charismatic and catchy composition. These were the catalysts for endless stylish outfit combinations, with our models cat-walking out in five ways to wear each product, from The Working Late Coat to The Soy Latte Skirt.

How we freed
the good
The Cutest Cardi
TV, Paid Social, Digital, POS, Press, Blogger/Influencer
For AW21, we set off to charismatic Brighton to capture the story of how one seemingly ordinary piece of clothing changes everything. From the outfit itself to the wearer’s mood. It is The. Cutest. Cardi. EVER! So cute, one colour is not enough.
Results:
LIVE CAMPAIGN
Wardrobe Wows
TV, Paid Social, Digital, POS, Press, Blogger/Influencer
Step into our charismatic heroine’s dressing room. The perfect setting to try a range of outfits fit for the style of Covid life. Starring The Trail Blazer and return of The Swishy Skirt, bang on trend for a 2020 Staycation.
20%
Increase in unprompted awareness


The difference we made
The results were staggering. The Swishy Skirt sold like hot cakes. It even dominated search results thanks to a memorable naming strategy. Sales and social targets were smashed in style. During Covid-19.
22%
Unprompted awareness uplift
33%
Over target for social reach
Dominating
Search rankings for ‘Swishy skirt’
“Despite the most challenging time in our history, we are delighted with campaign performance and the new brand direction. We are certainly shifting perceptions and appealing to a wider set of women.”