An individual seasonal marketing campaign may not always be particularly significant, but when it’s the first campaign under a major name’s new leader or leaders, it takes on a whole new dimension.

Luxury department store Harvey Nichols has just revealed its SS25 creative drive and given that it’s the first since ex-Alexander McQueen exec Julia Goddard took the helm as CEO and since creative director Kate Phelan arrived, it’s worth taking note of.

And its interesting that they haven’t chosen to create a campaign shot by a top photographer or featuring any supermodels. Instead, they’ve opted for a creative collaboration with designer and illustrator Jacky Marshall, known as Jacky Blue.

The RCA graduate knows her fashion. She’s worked with design teams at Calvin Klein and Donna Karan and has particular strength in capturing catwalk looks.

For Harvey Nichols, she’s illustrated both established and emerging luxury labels that the retailer is selling in-store and online. The London-wide campaign won’t just appear as static images but as animations of the images seen in digital screens in the store’s windows.

The retailer said it kicks off a new chapter for it and Phelan said of the change of direction: “Our SS25 campaign is about more than showcasing a season – it’s about reclaiming our role as a pioneer in fashion.

“Through bold creativity and thoughtful storytelling, we’re highlighting Harvey Nichols’ distinctive curation in a way that resonates with today’s fashion-forward audience.”