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Freemans signs new deal with Lisa Snowdon to be face of Kaleidoscope for SS22

Tom Bottomley
17 February 2022

Freemans has signed a new deal with TV presenter and fashion model Lisa Snowdown to be the face of its Kaleidoscope brand for SS22.

The announcement builds on the highly successful AW21 activity with Snowdon, which formed part of Kaleidoscopes ‘Circa 50 Series’ of shoots - designed to embrace and celebrate getting a bit older and using creative talent, in front of and behind the camera, that are all around the age of 50. Snowdon recently turned 50 herself.

Snowdon will appear in shoots from February through to July 2022 to highlight the best of what Kaleidoscope has to offer for the season, including swimwear later in the season. It will be all be amplified through PR, social, online and through the retailer’s mini-zine -The Edit, with additional digital assets being filmed on location in Majorca.

Richard Cristofoli, Chief Customer Officer at Freemans, said: “Lisa was a resounding success with our Kaleidoscope customers last season. As such we wanted to approach SS22 with even more conviction across more customer touch points than ever.

“Lisa will take us through key seasonal moments across the coming months shown in a relatable, aspirational and fun way that celebrates our customers who continually prove that age is no boundary to great style.”

Snowdon commented: “Kaleidoscope as a retailer really understands a consumer group that I am proud to say I’m part of. The ‘Circa 50’ series is a great example of that. It was amazing to work with a group of women, in front of and behind the camera - all of whom are at the top of their game. The recent shoot for SS22 struck a chord with me, as shortly after I celebrated being 50.

“For me, 50, is the new 30. I am happier than I ever have been and to be honest I think I am just getting started. It’s this attitude that is at the heart of Kaleidoscope.”

The idea behind ‘Circa 50’ came off the back of research carried out by the retailer last year that showed a whopping 85% of women over 45 said they didn’t feel fully represented by brands, on the catwalks, or across the fashion media.

Recent findings suggest that although there had been some more representation in terms of age, largely this consumer group “continued to feel ignored”.


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