Sophie Ellis-Bextor returns with Freemans’ ‘Style Squad’ for new SS25 campaign

Freemans has launched its latest TV ad – once again starring ‘Murder on the Dancefloor’ singer Sophie Ellis-Bextor and the online retailer’s ‘Style Squad’ – with the message ‘Style Summer Your Way’.

Shot on and around Brighton beach and pier, complete with a backdrop of its funfair, beach huts and pebble beach, Freemans’ latest womenwear collection is brought to life in the retro-inspired 30-second commercial with an array of mini, midi and maxi dresses, as well as swimwear.

Hero outfits include a blue and white puff sleeved mini dress, a denim waistcoat and wide leg jean co-ord, a burnt orange smock dress and a chino shorts with black square-necked top combination.

The ad uses vintage tints "to evoke the gentle warmth of a British seaside midsummer day". However, in keeping with the brand’s pioneering move to support 40+ women, there has been minimal retouching "to allow the star’s natural beauty to shine through".

Ann Steer, Chief Executive Officer at Freemans, said: "After Sophie starred in our Christmas ad, everything she wore sold out in a few days – and we expect the same to happen this summer.

"Sophie and the Style Squad are genuine style allies to midlife women and our new summer collection has all any shopper needs to be a summer belle, whether you’re in Brighton, Benidorm or Barbados."

Sophie Ellis-Bextor added: "To me, this ad is bottled sunshine. Summer is all about living lightly - from clothes to make-up to accessories to that joyful feeling in your heart when the sun shines.

"Freemans wanted to capture that feeling of fun and as you can see from the smiles on all our faces, we did it. It makes you long for lazy days and fabulous summer fashion."

The commercial opens at Brighton’s Palace Funfair on the seaside resort’s pier, where Ellis-Bextor wins a strongman-style game, hitting the Freemans’ logo target lit up in lights.

Ellis-Bextor and the Style Squad then enjoy the retro fairground rides before the ad moves to the resort’s beach huts. Putting a spin on Brighton’s pebble beach, a sun-soaked golden sandy beach has been created - with the group on sun loungers donning swimsuits, sunglasses and hats.

In a nod to the successful festive Freemans’ ad, which saw Christmas sales surge by 13% year-on-year, the new commercial also uses Ellis-Bextor’s smash hit ‘Freedom of the Night’ track.

The summer collection available at Freemans features over 250 new lines and includes big name brands such as Ted Baker, Monsoon, Pour Moi and Birkenstock across key summer fashion categories, including footwear and accessories as well as Freemans exclusive own bought offerings.