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Freemans launches collaboration collection with ‘Lorraine’ stylist Mark Heyes

Tom Bottomley
28 April 2022

Freemans has today launched an exclusive womenswear collaboration collection on its website with stylist and TV presenter Mark Heyes, best known for his fashion styling advice on ITV breakfast show ‘Lorraine’, presented by Lorraine Kelly.

Called ‘Love, Mark Heyes’, the 50-piece daywear collection for SS22 includes tops, dresses, trousers and shorts “designed to fit and flatter women of all ages”.

Prices range between £25-£65 and the collection is available in sizes from 10 to 24, backed by the online retailer’s free delivery promise.

It is the first collection Heyes has designed himself, based on years of styling TV celebrities and viewers alike.

Lorraine’ stylist Mark Heyes
Lorraine’ stylist Mark Heyes

The launch will be supported by a full marketing campaign across TV, digital and social channels, led by the stylist and presenter himself. It runs from 30 April 2022. The 20 second TV commercial starts with Heyes in his design studio pinning and creating his collection, and then features 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 will be accompanying the TV ad across paid social, display, YouTube and Freemans’ own channels.

Richard Cristofoli, Chief Customer Officer at 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.”

Heyes commented: “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 Freemans’ ambition to be “the digital department store of choice”. Heyes 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.

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