Freemans (FGH) today (5 October 2021) announced that TV presenter and model, Lisa Snowdon, would be ‘fronting’ its ‘boutique brand’ Kaleidoscope.co.uk AW21 fashion offering.
The announcement heralds the start of the retailer’s newly launched series of fashion shoots that sees the talent both in front of and behind the camera being women over 45.
Called The ‘Kaleidoscope Circa 50 Series’, its aim is to celebrate women of this age and over in an authentic and honest way. It builds on research from the retailer that shows 85% of women over 45 said want to see more representation on the catwalk, in the media or across fashion brands .
The move is designed to underpin an objective of becoming the go to retailer for the 45+ woman who continues to feel ignored by the fashion industry and press according to newly commissioned research by Kaleidoscope.
Shot in London, Lisa (49) appears in around 20 looks that showcase some of the strongest product Kaleidoscope has to offer for AW21.
“Celebrating our age is something close to my heart. So, when Kaleidoscope approached me and told me that the whole of creative team behind the camera were women and around the age of 50 I jumped at the chance. I am so happy with the finished look and the shoot was so much fun!!! So many great pieces to choose from, my personal favourites being all the amazing prints and great knitwear,” said Lisa Snowdon.
“We are delighted to be working with Lisa for AW21 and could think of no one better to be the face of Kaleidoscope.co.uk. Lisa’s honest, relatable and celebratory approach to age is exactly what our customers are asking and looking for,” said Richard Cristofoli (51), chief customer officer, Freemans.
“Through our Circa 50 Series of fashion shoots, we are proudly looking to celebrate age both in front of and behind the camera. Through an amazing creative team and Lisa we want to showcase that looking stylish shouldn’t and isn’t a barrier defined by age – the shoot does exactly that,” added Richard
Creative talent behind the camera included award winning photographer Wendy Carrig (circa 50), styling from Tracey Lea Sayer (50), make-up Amanda Grossman (50) and hair from Zoe Irwin (54).
The campaign is supported via PR, on-line, social and through Kaleidoscope.co.uk’s mini-zine called The Edit.