Freemans launches first ad campaign across London in 20 years

Freemans has rolled out its latest digital billboard ad campaign across the capital’s top shopping, tourist and commuter spots, including Oxford Circus, Bond Street, High Street Kensington and Waterloo stations – targeting over 20 million shoppers.

It marks a return to Freemans’ London roots, having originally launched from a terraced house in Clapham in 1905, and is the retailer’s first London-focused campaign in 20 years.

Starring ‘Murder of the Dancefloor’ singer Sophie Ellis-Bextor, who was unveiled as the face of Freemans’ AW24 campaign last month, there will also be giant digital ads on display at Westfield White City and Westfield Stratford, as well as billboards at Wandsworth roundabout and Putney Tower.

Throughout Greater London the colourful ads will run on the sides of buses, with 40+ women the main target audience for the campaign.

Richard Cristofoli, Chief Customer Officer at Freemans, said: "Freemans was created in London and has always reflected the capital’s trendsetting styles and fashions.

"Our new AW collection and our new brand ambassador, Sophie Ellis-Bextor, gave us the confidence to bring Freeman’s fashionable but value-friendly brands to a new metropolitan audience and we’re excited to see just how much Londoners love it.

"London may be the world’s most exciting shopping destination, but 40+ women in the capital have told us they still don’t feel seen, appreciated, or catered for. By placing our ads next to conventional shopping streets, we can show women that Freemans.com is their ‘style ally’ and we definitely have what they are looking for – and more!"

Sophie Ellis-Bextor added: "I am delighted to be on board with Freemans. I remember it was one of the first places that I saw fashion everyone could access and started a passion that I hold today. Fashion for me should be fun, and I think that’s exactly what we show with the ads."

A complimentary TV and social media ad sees the newly signed singer changing outfits five times as she appears from a ‘Freemans’ lift, strutting down a cobbled street, descending escalators, cutting to a ‘giant’ wardrobe, packed full of the retailer’s product - ending in a party scene in a bar.

The ad also exclusively features a preview of a brand new single from Ellis-Bextor, called ‘Freedom of the Night’.

Last year Freemans caused a stir by scrapping its famous catalogue after 119 years as it moved to become a ‘digital department store’.

Now based in Bradford, West Yorkshire, the move allowed Freemans.com to stock over 60,000 items, "ensuring every customer has the very best choice".

The destination website now boasts a curated range of major international brands, complemented by exclusive in-house designed collections and ranges sourced by parent company Otto.