Independent department store chain Fenwick has unveiled its first campaign of 2025 with the company launching Cloud 9. The company said the “beginning of the year can be challenging” and along with its brand partners, it’s sharing “a guide to lifting energy levels, reaching above the clouds to where the sky is blue and hopeful”.

The campaign encourages consumers “to get outdoors and take advantage of the cold crisp air”, channelling writer Alfred Wainwright who famously wrote, “there’s no such thing as bad weather, only unsuitable clothing”. 

It’s reminding people of “simple pleasures from winter walks to discovering the joy of cold-water swimming”.

Photographer Jeremy Everett shot the campaign in Northumberland by Hadrian’s Wall, which isn’t far from the Fenwick flagship store in Newcastle.

The campaign will “also highlight the importance of taking care of our overall wellbeing from mindful practices and writing down our intentions to eating well and taking time out to relax”.  

As well as the imagery, the retailer has extended the campaign ethos to its in-house restaurant Mason + Rye, which is launching an exclusive menu across its three locations featuring antioxidant-rich blueberry matcha, and a white chocolate, strawberry and matcha delice handmade by patisserie chefs on-site. 

Its five Fuego restaurant sites will also partner with Everleaf to offer low/no alcohol cocktails alongside Mediterranean dishes “that nourish both body and mind”. 

The campaign continues with a programme of events across its stores “where experts will share their tips on making the most of winter’s time for pause”. The programme takes in run clubs with Lululemon, yoga, pilates, breathwork and meditation classes, a panel talk on “how to find your bliss in 2025”, mocktail masterclasses across five Fenwick stores, wellness pop-ups and more.

Finally, the campaign also sees the launch of the Cloud 9 Beauty Box. Available in all Fenwick stores and online when spending £160 or more on selected beauty, the box has a value of £300 and the 15 products include “mood-boosting” items from Ancient + Brave, Augustinus Bader, Hourglass and Neom.