FLANNELS launches its ‘The Party Never Stops’ holiday 2022 campaign

The British multi-brand retailer FLANNELS has unveiled a high-octane holiday campaign, representing modern youth culture set against a backdrop of UK club culture.

Opening the doors to FLANNELS’ nightclub at The Silver Building in London’s Royal Docks, partygoers are directed by brand and entertainment agency Sunshine and captured by photographer Aidan Zamiri sporting ‘haute-glam partywear’ (styled by Ola Ebiti). The models are shot as they stamp their way through the snow, while dancers move to the sounds of BIIG PIIG’s ‘Kerosene’ proceeding out of the club and to the after party.

Joseph Prince, FLANNELS Head of Luxury Campaigns, commented: “Continuing our work with a new generation of talent and creators, The Party Never Stops campaign celebrates the youth culture of today, whilst paying homage to cultural history; further elevating our New Luxury offering and championing bold originality.”

Many retailers and brands are taking cues from the glitz and the glamour of the Autumn/Winter 2022 runways when designing holiday campaigns and collections, with FLANNELS following suit. Featuring the likes of 16Arlington’s fluttering feathers against 'it' brand Versace’s '90s-inspired skirt suits, the retailer taps into the main trends of the season. 'The Party Never Stops' campaign continues to serve looks in each image, with Saint Laurent slick, sexy tailoring and punky corset-trouser combinations, courtesy of British fashion icon Vivienne Westwood.

Al MacCuish, Founder and Chairman of Sunshine, commented: “This work brings to life FLANNELS’ unique position in the world of New Luxury. They are closer than anyone to the dynamic, evolving culture that is exploding around a new generation of superfans - they're young, they're creative and they're writing their own rules - and Flannels is their brand."