Fenwick invites shoppers to ‘Come As You Are’ in new individuality and diversity campaign
Fenwick, joined by 2023 resident artist Rob Draper, has invited shoppers to ‘Come As You Are’ with its latest beauty and fashion campaign celebrating individuality and self-expression.
Launching yesterday in all stores across the UK, the Fenwick ‘Come As You Are’ campaign celebrates individuality with a twelve-week-long festival. During the 12 weeks, customers are invited to discover a curated selection of fashion and beauty to help best express individual personality.
In addition, on 19 April and 22 May, a panel talk series will take place at Fenwick's Bond Street flagship store. 'Living Authentically & The Art of Self-Expression' will be led by Yomi Adegoke, Co-author of Slay in Your Lane. The first panel will discuss honing in who you are and living authentically, whilst the second sees Yomi talk to leading voices from fashion and beauty about the art of self-expression.
Continuing the celebration, the retailer will host The Individuality Edit, a styling series with expert personal shoppers. In addition, Fenwick’s beauty halls will host of personalised beauty services such as bespoke colour mapping available in store.
From the greats of modern skincare (Dermalogica, Dr Barbara Sturm and Augustinus Bader) to the make-up brands that champion self-expression, (NARS, Gucci, Beauty, MAC), Fenwick will use the campaign to urge visitors to try new things and find a truly personal look.
To compliment the in-store activations, there will be dynamic windows displays created by Fenwick’s new resident artist Rob Draper. The displays will feature the faces of Fenwick employees, celebrating diversity and community.
Rob Draper, Fenwick 2023 Artist in Residence, commented: "My vision for the campaign was to make it distinctive, creative and interesting. I wanted it to have a hands-on feel, deliberately non-digital in areas with all the charm and imperfection that analogue brings.
"The aim throughout was that all the techniques and treatments would support and do the subject matter and the project justice, and bring true individuality."
This announcement follows the news that Fenwick completed the sale of its famous New Bond Street store, which opened in 1891. The store was sold to Lazari Investments in a deal understood to be worth around £430m amid a "challenging economic environment".
The transaction is expected to complete in early 2023, however Fenwick will continue to trade from the store until 2024.