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Freemans unveils debut Julien Macdonald collection

Lauretta Roberts
12 March 2021

Freemans has unveiled the first fashion and homeware collection by celebrated British fashion designer Julien Macdonald created exclusively for the online department store.

Star by Julien Macdonald comprises spans 70 products for Spring/Summer, ranging from relaxed suiting and star print sweats through to a standout studded leather biker jacket and bold patterned dresses.

The fashion is complemented by a homewares range with over a 100 pieces that cover accessories, including cushions, and bedding through, to more substantial pieces such as sofas and beds. Prices range from £10 to £799 for larger furniture items.

The recruitment of Macdonald is part of a wider move to reimagine the 116-year-old Freemans brand which includes the "re-invigoration of every single customer touch point from look and feel through to range hierarchy and the addition of over twenty new third-party brands".

To support the launch Freemans is carrying out a multi-million pound through-the-line brand advertising campaign that uses TV, digital, print, social and PR, with the first TV ad premiering on 13 March during Ant and Dec’s ITV’s Saturday Night Takeaway.

The ad stars Macdonald's former dance partner on Strictly Come Dancing, Janette Manrara, and also features the familiar voice over talent of Downtown Abbey’s Joanne Froggatt with the soundtrack of "Do It Like This" from Daphne Willis.

Janette Manrara in Star by Julien Macdonald

Commenting on the launch Richard Cristofoli, Chief Customer Officer, Freemans Group Holdings (FGH) said: “We are delighted that Julien has joined the Freemans fold. As one of the UK’s best-known designers his signature style and personality, complemented by the great value that comes from Freemans – we think – is the perfect combination.

“We are passionate about reclaiming Freemans’ fashion heritage and we know our customers love Julien. It’s another important step in establishing ourselves as the digital department store of choice and continuing the reinvigoration, a pace, of a well loved great British brand.

Julien Macdonald added: “I am delighted with the new Star collection and I couldn’t wish for a better retail partner than Freemans to launch with.

“From homes through to fashion my collections for Freemans offers everyone the chance to be their own little star. I’ve taken inspiration from the things I love in life and inspire me with bright and confident colours and prints for fashion – the perfect antidote to months of lockdown. 

“The Star home collection draws from old Hollywood glamour with a nod to opulent escapism and provides the perfect opportunity to indulge yourself and your home.”

The full collection is available to view on the Freemans website.

Freemans has been bolstering its management team in the past 18 months with Cristofoli joining as Chief Customer Officer from Debenhams, Richard Hornby as Chief Finance Officer from Studio plc and Stuart Daniels ex-TruNarrative starting as Financial Services Director.

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