Myleene Klass, broadcaster, musician and campaigner for women and children, is the latest well-known name to work with digital department store Freemans.com.
The working mum of three is set to be the face of Freemans’ holiday shop featuring the exclusive Lascana range (sourced from the retailer’s parent company The Otto Group) which launches on-line officially today (14 March 2025).
Freemans, last year, announced a shift in strategy to reach new audiences targeting the 40+ female shopper. The aim being to positioning its self as a ‘style ally’, to a consumer group, who according to research conducted by the retailer, still didn’t feel communicated to in an authentic, informative and relatable way.
Sophie Ellis Bextor was the first signing in Autumn 2024. The strategy seems to have paid dividends with sales in the last quarter of that year including Christmas up +13% and performing ahead of the market.
Myleene’s signing signals the continuation of this strategy, using age appropriate, relatable celebrities to help inspire, inform and educate as to the digital department store’s offer.
Holiday Shop presents a large opportunity for Freemans. Myleene will help to showcase, the retailer’s difference – a combination of well-known third-party brands heroed by Lascana launching across all Freemans owned channels on the 13 March 2025.
The Freemans’ team and Myleene flew to one of the UK’s most popular holiday destinations, Majorca, for a sunny Spanish shoot that covered various locations including the beach, a holiday villa and a pool. Myleene wore a selection swimwear, vest tops, printed palazzo pants, animal print dresses, shirt dresses and jumpsuits all from the Freemans exclusive Lascana range.
Myleene Klass said: “Everyone knows about Freemans, so I was delighted to get the call. In fact, Freemans was probably where I first started taking an interest in fashion.”
“Fast forward to today and I have to say how delighted I was with the Lascana outfits I chose for the shoot. I think they look great – the team at Freemans has done a fantastic job curating a range that is inspirational and inclusive with a focus on how everything fits. When it comes to holidays – they have everything sorted! Summer is just literally just a click away at Freemans.com,” added Myleene.
Susie Calvert, chief merchandising officer, Freemans, said: “It’s great to work with Myleene to showcase the very best we have to offer around holidays and the warmer months to come. Our customers are always looking for age appropriate and relatable fashion inspiration and Myleene does exactly that and more – a welcome ray of sunshine – to help celebrate what we think is our best offer to date.”
Ann Steer, Chief Executive Officer, Freemans added: “The evolution of the Freemans brand continues at pace. It’s essential that we develop ways to stay front of mind with customers old and new. Myleene helps to continue that momentum and it’s great to have her on-board. I hope customers love the shoot as much as we do. Roll on summer!”
Lascana offers a comprehensive and inclusive range (sizes 6 to 28) designed specifically for customers to be completely comfortable and feel attractive in their bodies, irrespective of size. Leaning into the fashion zeitgeist the brand offers swimwear, nightwear, fashion, lingerie and accessories with a focus on quality, cut, support and fit.
Freemans Holiday Shop offers up to 6000 sku’s it’s largest ever to date. As well as Freemans exclusives including Lascana and value offer Bonprix, complemented by third party brands including Accessorize, Fantasie, Freya, Miraclesuit, Pour Moi, Birkenstock, Linzi, Monsoon, AX Paris to name a few.
