With a range of sporting events in full summer swing, department store Fenwick is again getting in on the act with its third campaign of the year.

Its ‘Summer GB’ celebration centres on “a life spent outdoors, with long joyous weekends, weddings, festivals and games with friends”. The fashion-heavy campaign runs from 11 July to 15 September.

And the retailer’s going all-in with a host of fashion promotions in all its eight stores featuring campaign window images (shot by documentary-style photographer Theo McInnes), pop-ups, takeovers, exclusive products, new brand launches, limited-edition Fenwick products, exclusive experiences and events. 

The wider campaign features a series of running clubs in partnership with Sweaty Betty, including all-female club These Girls Run, plus a special ‘Fenwick Summer Beauty Tote’.

The campaign images encapsulate the summer spirit and feature five models shot South London’s iconic Crystal Palace National Sports Centre.

The imagery has a colour with a focus on red, white, and blue to reinforce the shoot concept “in a more subliminal way”. McInnes said that “what we created feels like a fresh take on a fashion campaign with a creative that has many styles and layers”.

It also captures a story of “passionate spectators and sports enthusiasts in a documentary style, the campaign portrays the emotions, connections, drive, focus and friendship derived from summer with memories being made that will last a lifetime”, we’re told.

Additionally, the campaign features a group run starting at select Fenwick stores including Fenwick Newcastle, with each led by a member of the These Girls Run collective and culminating with a brunch in-store.
 
August will also see the launch of the Fenwick Summer Beauty Tote Bag. Fenwick said that with last year’s gift with purchase selling out in record time, this year’s offer, available to customers who spend £180 or more on beauty in-store or online, will feature products from Augustinus Bader, REN, Rodial and more.