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Ted Baker launches AW20 campaign

Tom Shearsmith
04 September 2020

Global lifestyle brand Ted Baker has announced the launch of its Autumn Winter 2020 brand campaign for men and women.

The collection shines a spotlight on the brand’s new target market and attitude, which celebrates the out-of-the-ordinary, with contemporary contrasting with the eccentric.

Shot by Lauretta Suter and styled by Victoria Young, who has previously held positions at POP and LOVE magazines, the campaign takes a humorous approach to styling by using product and props to create unique and intriguing imagery.

The new collection is available to shop online and in stores from today, featuring silhouettes that are noticeably more relaxed and unstructured than previous collections, showcasing a casual and youthful approach to dressing from the brand.

For menswear, layering is a key focus; luxe fabrics including brushed flannel and suede feature heavily. Womenswear sees soft midi hemlines offset with chunky biker boots for contemporary fittings.

Jennifer Roebuck, Chief Customer Officer at Ted Baker, said: "Our curiosity extends beyond model imagery. We’ll apply this mindset to everything we do as we encourage dialogue and get people talking. Furthermore, we’ll use this campaign as an opportunity to challenge and inspire the brand and its customers to Stay Curious and remain out-of-the-ordinary."

In July, Ted Baker reported revenues slumped 55% to £60.9m in the 11 weeks to 30 June but the company’s board said “good progress” had been made with its transformation plan.

The company revealed that it had been cutting costs to improve margins reducing its supplier base for the SS21 collection from 150 to 100. It had also shortened its stock buying cycle from three years to two years and reduced its buy.

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