Digital department store Freemans has a handle on blending summer into autumn with a new collection and accompanying campaign. Called The Icons, it’s running for two months to transition into the new season.

It offers “everyday fashion must-haves” that sit neatly between the two seasons and “reflects a change in customer mindset, rather than the traditional cadence of the industry”.

Initially celebrating inter-seasonal newness, the campaign is further punctuated with the launch of seven pieces that Freemans, backed by customer research, has identified as those wardrobe ‘must-haves’.

These include statement tees, striped cardigans, pinstripe suiting, wide leg trousers, boyfriend shirts, skirt dresses, and midi skirts.

The retailer’s exclusive collections — including Bonprix and its own Freemans brand — are also supported by a curated edit of third-party brands including pieces from Phase Eight, Sketchers, Joe Browns, Sosandar, Clarks and Levi’s.

Richard Cristofoli, Chief Customer Officer, said: “It’s time for us to align seasonal transitions to the customer mindset. The end of season sale followed by the first drop of autumn/winter in September, which sees things like coats and jumpers in window displays and online landing pages no longer aligns to what the customer is wanting.

“Through the launch of The Icons we have deliberately tried to bridge this inter seasonal gap, with specially curated iconic products to entice and serve what we know is a changing customer need, all under-pinned with every day great value and our free delivery and returns promise.”