Fenwick, one of the UK’s most established family-owned chain of Department Stores, launches its first campaign of 2025, Cloud 9.
Acknowledging that the beginning of the year can be challenging, Fenwick, along with its brand partners, shares a guide to lifting energy levels, reaching above the clouds to where the sky is blue and hopeful. This January Fenwick is encouraging us to get outdoors and take advantage of the cold crisp air, as writer Alfred Wainwright famously wrote, “there’s no such thing as bad weather, only unsuitable clothing”. Reminding us of simple pleasures from winter walks to discovering the joy of cold-water swimming.
Fenwick enlisted celebrated photographer Jeremy Everett for its Cloud 9 campaign, shot in Northumberland by Hadrian’s Wall; not far from of its flagship store in Newcastle, the campaign images capture current mindset along with outdoor inspiration. Fenwick will also highlight the importance of taking care of our overall wellbeing from mindful practices and writing down our intentions to eating well and taking time out to relax.
dryrobe spokesperson comments: “Cold water immersion has many health benefits, including reduced inflammation that helps fortify the immune system, balancing hormone levels, improving sleep quality, and producing endorphins—chemicals in the brain that help elevate mood.”
For Cloud 9, Fenwick’s in-house restaurant Mason + Rye launches an exclusive menu across its three locations featuring antioxidant-rich blueberry matcha, and a white chocolate, strawberry and matcha delice handmade by patisserie chefs on-site. Fenwick’s five Fuego restaurant sites will also partner with Everleaf to offer refreshing Low/No Alcohol Cocktails alongside wholesome Mediterranean dishes that nourish both body and mind.
Talia Engel, nutritionist at supplement brand Indi comments: “Winter can be tough on both our immune system and our mood, but your gut may just be your secret weapon. A healthy gut helps produce serotonin, the “feel-good” neurotransmitter. By building your meals and snacks around foods that support your gut health, you can feel brighter and more balanced.”
To help us on our way Fenwick will host a programme of events across its stores where experts will share their tips on making the most of winter’s time for pause. These events include run clubs with lululemon and North East-based gym and studio HiiCLUB, who will also host a Yoga, a Pilates, and a Breathwork and Meditation class in partnership with Aery Living at Fenwick Newcastle, and a panel talk on how to find your bliss in 2025 with brand partners Dirtea, Indi Supplements and dryrobe. Other in-store events include mocktail masterclasses with alcohol free spirit brand Everleaf across five Fenwick stores, and pop-ups from Dirtea, Indi Supplements, and Ancient + Brave.
Aery Living comments: “Aromatherapy invites you slow down, embrace the present, and create a mindful space where calm and clarity can thrive. It’s about using essential oils and natural scents to influence your mood, mindset, and overall energy. Scents are powerful, directly connecting to the limbic system (where your brain processes emotions). So, when you’re breathing in soothing lavender, you’re essentially giving your mind a comforting hug.”
The campaign also sees the launch of the Cloud 9 Beauty Box. Available in all Fenwick stores and online when spending £160 or more on selected beauty, the box with a value of £300 features mood-boosting products from the likes of Ancient + Brave, Augustinus Bader, Hourglass and Neom amongst the fifteen items included.
