Freemans, the digital department store, announced today (28 April 2022) its latest signing with a new, exclusive collaboration with stylist and TV presenter Mark Heyes – best known for his fashion advice on television.
This heralds the first collection Mark has designed himself based on years of styling TV celebrities and viewers alike.
Called ‘Love, Mark Heyes’, the range spans an initial 50 piece daywear collection for SS22 that offers casual summer fashion across tops, dresses, trousers and shorts designed to fit and flatter women of all ages.
A year in development, Love Mark Heyes, is priced from £25 to £65 and launches on Freemans.com from 28 April 2022. The range is available in sizes from 10 to 24, backed by the online retailer’s free delivery promise.
The launch will be supported by a full marketing campaign across TV, digital and social channels, led by the stylist and presenter himself and it runs from 30 April 2022.
The 20 second TV ad takes us from Mark Heyes’ in his design studio, pinning and creating his collection through to a range of models of differing ages and sizes stepping out of their front doors ready to embrace the day.
A full digital marketing campaign accompanies the TV across paid social, display and YouTube and Freemans owned channels, as well as PR.
Commenting, Richard Cristofoli, chief customer officer, Freemans said: “Mark has been providing the nation with help and advice on how to dress for the last 24 years and as such was the perfect choice for Freemans’ customers both existing and new.”
“His down to earth, relatable, fun, and inclusive approach to fashion is perfectly aligned with where we are taking the Freemans brand. We are delighted with the first collection that drops just in time for brighter and warmer days”.
Added Mark Heyes: “Growing up, I remember my mum’s well-thumbed Freemans’ catalogue and it must have been one of the first places that inspired my love of fashion so when they approached me, I didn’t have to think twice.
“My first collection takes its inspiration from the French Riviera and holidays in the ‘Med’ and has everything you need for the summer months. Easy to wear with colourful prints, stripes, and checks, complimented by primary blues, whites and red with touches of broderie anglaise thrown in for good measure.”
The collaboration builds on Freeman’s ambition to be the digital department store of choice. Since its relaunch in Autumn 2020, Freemans has been growing significantly faster than the market. Mark now joins other well-known names such as Julien MacDonald, Abigail Ahern and Henry Holland that have signed to the online retailer to complement its other own brand ranges including Bon Prix, Lascana and Kaleidoscope.