Freemans signs Lisa Snowdon as face of its retail brand for Spring Summer 22

Freemans announced today (17 Februray 2022) that it had signed Lisa Snowdon as the face of its retail brand for Spring Summer 22.

Kaleidoscope proudly focusses on a customer 45+ and above and as such Lisa, who recently turned 50, was the perfect fit according to the retailer.

Lisa, who recently turned 50, will appear in shoots to highlight the best of what Kaleidsocope has to offer for the season that will be amplified through PR, social, on-line and through the retailer’s mini-zine -The Edit, with additional digital assets being filmed on location in Majorca.

Running from February through to July, Lisa and the product featured in the shoots will take customers both, existing and new, from Spring through to swim later in the season.

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

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 and although there had been some more representation in terms of age, largely this consumer group continued to feel ignored. 

“A complete joy to work with.  Kaleidoscope as a retailer really understands a consumer group, that I am proud to say I’m part of.  The Circa50 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 – and celebrated is exactly the right word to describe the birthday”

“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,” said Lisa Snowdon

“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, fun way that celebrates our customers who continually prove that age is no boundary to great style,” said Richard Cristofoli, chief customer officer, Freemans.

The recent SS22 Shoot featured the creative talent of (L to R)

  • Alex Price – hair
  • Elisabeth Hoff – photographer
  • Lisa Snowdon
  • Sarah Reygate – MUA
  • Michelle Duguid – styling