Former Arcadia brand Dorothy Perkins is to launch a Summer in the City campaign on 28 May as the brand starts a new online-only journey under the umbrella of the Boohoo Group.
The campaign will run on TV, out of home and across brand channels and introduces the brand’s “girl squad”, promoting fashion for every body and dressing for summer moments with friends.
Dorothy Perkins’ fresh new look and campaign follows on from the launch of a brand new website while a dedicated app is in the pipeline, which will offer extended product ranges.
The Summer in the City campaign is designed to reflect the optimism in the UK’s cities and to celebrate the ability to reunite with friends and family.
The campaign was shot at Hotel Café Royal in central London, filmed by Paragon Pictures and photographed by Catherine Harbour.
Manchester-based Boohoo Group acquired the Dorothy Perkins, Wallis and Burton brands from the former Arcadia Group for £25.2m with a view to relaunching them as online only entities. The new websites were unveiled earlier this month.
Boohoo Group had a busy pandemic picking up the Arcadia brands, as well as Oasis and Warehouse and Debenhams.com. They join a brand line-up that includes Boohoo, BoohooMAN, PrettyLittleThing, Nasty Gal, Miss Pap, Karen Millen and Coast.
Dorothy Perkins is one of British fashion’s most historic names. It was first incorporated on 6 December 1909 as HP Newman & Co, the company changed its name to Dorothy Perkins in 1919.
The brand rapidly expanded in the UK and once owned a stake in historic fashion boutique Biba. In 1979 it became part of the Burton Group, which went on to become Arcadia. At its height it operated 1,000 high street stores.