Very’s back on TV with a bang this autumn as the digital retailer returns to UK’s screens with a fashion campaign after a seven-year absence.

Launching Thursday (29 August), the ‘Haus of Flamingo’ fashion campaign promises “confidence, swagger and sass”. It combines Very’s core proposition, ‘let’s make it sparkle’, with “aspirational and relatable style to create an irresistible brand world full of pink and originality”.

The overriding message “encourages customers to free their inner flamingo, empowering them to express their confidence and unique sense of style”.

The campaign introduces Very’s autumn womenswear featuring key trends: bold and striking ‘maximalism’; ’boho femme’ with its ruffles, frills and shaggy furs; and the clean and minimalist ‘quiet luxury’. 

Imbued with “humour and flamingo energy”, the campaign showcases how these autumn essentials are designed to elevate customers’ wardrobes.

Very noted that demand for coats, knitwear and winter clothing steps up from August, with Very sales in heavy outerwear tripling, and sales in boots quadrupling. 

Its customer insight also shows autumn is a key time for fashion, “as customers’ start to think about their return to work, and new routines provide reasons to update their wardrobe for themselves and their family”.

The campaign features a hero 30-second film that comes to life in a sophisticated country manor with a twist. It features a group of friends taking over the house, transforming it with an abundance of pink, sparkle, and flamingo flourishes. A bemused butler watches on, eventually getting swept up in the “infectious energy that Very brings”.

The film is complemented by cut-down versions and an extensive suite of social-first content across TV, VOD, social and online. 

Developed by The Gate in collaboration with Very’s in-house creative team, the campaign includes a selection of “bold and distinctive” stills captured by photographer Micaela McLucas.

Jessica Myers, chief marketing officer at Very, said: “[Welcoming] our customers back to the Haus of Flamingo for autumn [with a TV ad] means we’re really making a statement.

“Our customers love fashion, but it can sometimes feel stifling and samey. This season, we’re turning up the confidence, swagger, and sass to showcase our vibrant fashion offering to even more people in top Autumn programming. We’re bringing back the joy of self-expression so our customers can let their inner flamingo shine with even more sparkle.”