Fenwick sets bold new direction with first ever marketing campaign

Historic department store Fenwick has set out a bold new direction with its first ever marketing campaign – called Quiet No More – as it seeks to reach out to a new generation of shopper.

Founded in 1882, the family-owned business is positioning itself as a style pioneer where shoppers of all ages "who want to engage with authentic brands, feel seen and welcomed".

Fenwick, which will close its Bond Street flagship next year, teamed up with creatives at the At Large consultancy, which is known for its culturally relevant campaigns with Google and Nike, to create a new brand strategy.

This new aesthetic aligns with new brand launches for Fenwick including Lovebirds, Cannari Concept, Ed Hardy and Carhartt on womenswear, Saul Nash, Needles and Parlez on menswear, and Byredo and Good Light on beauty.

The Quiet No More campaign creative was developed by London agency MMBP Associates, known for its work in the arts, fashion, hospitality and culture, and was shot by Estevez + Belloso and Anna Pagnanini. The imagery sends the message that Fenwick is not staying quiet any more encourages its shoppers to "Give Them Something To Talk About" with their style statements.

Fenwick CMO Mia Fenwick said of the move: "The launch of our first ever Fenwick brand campaign is a monumental moment for us. As a traditionally discreet brand, this is our time to be Quiet No More. Our campaign reaches out to a new generation who wants to engage with authentic brands, feel seen and welcomed. This is where we are spotlighting all the pioneers – young old, every age and gender – who embody what Fenwick stands for."

At Large managing director Tristan McAllister added: "When we first met with Mia Fenwick to discuss the brand's ambitions. we instantly knew we needed an enhanced definition of their 'style pioneers' DNA, while evolving perceptions around what it means to be British. The evolution is the next iteration of that DNA and is a nod to the brand's ambitions for the next 140 years."

From today the campaign will be seen on billboards across the UK from Edinburgh to Bristol and Birmingham and London with sites including Old Street Roundabout in London and Edinburgh Picardy Place, as well as underground station takeovers.

To amplify its message, Fenwick is inviting customers to visit a pop-up in their local store and online to by limited edition T-shirts proclaiming 'Quiet No More' or other bold statements such as as 'Unquiet Luxury' and 'Wear Something With Volume'.

Fenwick recently sold its Bond Street site, which it has occupied since 1891, in a £430 million deal and is using proceeds to revamp its online offer and in improving its flagship Newcastle and Kingston-upon-Thames stores. It also operates sites in Brent Cross, Colchester, Canterbury, Bracknell, Tunbridge Wells and York, and is rumoured to be considering taking over the former House of Fraser site in Guildford.