Digital department store Freemans has launched its earliest summer TV ad, spotlighting its new collections in Brighton, specifically around the beach and pier. The retro-inspired commercial features singer Sophie Ellis-Bextor and the Freeman’s ‘Style Squad’ enjoying the resort’s funfair, beach huts, and pebble beach, all while showcasing the store’s latest summer collections. The ad uses vintage tints to evoke a British seaside midsummer day.

In line with the brand's support for women over 40, the ad minimizes retouching, highlighting the stars' natural beauty. The 30-second commercial begins at Brighton’s Palace Funfair on the pier, where Ellis-Bextor wins a strongman game, hitting the illuminated Freemans logo target. Accompanied by her Style Squad, she enjoys retro rides while modeling the retailer’s summer collection. Key outfits include a blue and white puff-sleeved mini dress, denim waistcoat, wide-leg jean co-ord, burnt orange smock dress, and a chino shorts/black square-necked top combination.

The ad transitions to beach huts, showcasing swimsuits, sunglasses, and hats. Echoing Freemans’ festive ad, which saw Christmas sales rise by 13% year-on-year, the ad features Ellis-Bextor’s track ‘Freedom of the Night’. The ad concludes with a walk along Brighton’s pebble beach, with the tagline: 'Find your summer style at Freemans'. The ad campaign was launched on April 11.

The new summer collection includes over 250 new lines from brands like Ted Baker, Monsoon, Pour Moi, and Birkenstock, across key summer fashion categories, including footwear, accessories, and Freemans' own exclusive offerings. Inclusive sizing ranges from 6 to 28.

Ann Steer, CEO of Freemans, noted the success of Sophie Ellis-Bextor's previous appearance in their Christmas ad, where everything she wore sold out quickly, expressing expectations for similar results this summer. She emphasized that Sophie and the Style Squad are genuine style allies for midlife women and that the new summer collection provides everything needed to be a summer belle, whether in Brighton, Benidorm, or Barbados.