Regatta Great Outdoors has refreshed its creative direction with the use of its own customers in a storytelling campaign for the brand’s best-selling range with Irish designer Orla Kiely.
The ‘social first’ AW25 campaign has seen a positive impact with a 69% increase in impressions, a 109% increase in reach, 115% increase in link clicks and 203% increase in engagement, vs the SS25 Orla Kiely campaign.
Alongside this, a complete update of the brand and e-commerce imagery has been a success and sees a forward thinking focus on community – reflecting how real customers wear Regatta.
The ‘Blooming Lovely Adventures’ Campaign
New for AW25, the collection has been photographed by Annie Bundfuss on Regatta’s own customers to offer a unique look at the range on ‘real women’ who share an authentic affinity with the Orla Kiely x Regatta collaboration through historic purchases. The story follows four women, Debs, Hannah, Ruth and Victoria on wild wanders, seaside exploration and kitchen garden discovery to deliver a wholesome look at real moments worth capturing.
The women were selected to be part of the shoot as loyal customers and members of the Regatta membership scheme, which launched in August 2024 and offers members several perks, including free standard delivery, offers, discounts and early access to sales.
As part of the campaign shoot, Regatta treated the women to a luxury overnight stay at the Saltmoore Hotel in the seaside town of Whitby, offering bonding moments with craft and relaxation activities, before a day shooting the campaign in the Yorkshire countryside, rugged coastlines and beyond.
Ruth’s daughter, Thea (8) was also involved to showcase the kidswear from the range.
Alice Neal, PR & marketing manager at Regatta, commented on the choice to feature customers as models for the collection: “Working with our customers has allowed us to foster genuine connection with the people who ultimately love and wear the pieces we create. Spending time with our community to listen and absorb their feedback has been invaluable. Showcasing ‘real women’ enjoying the outdoors rather than professional models was a bold choice but one we’re ultimately overjoyed with because it means that the campaign is a true celebration of authenticity. Feedback from customers and stockists has been nothing but positive.
Regatta’s hope is that it will inspires others to see themselves in this campaign and in nature and get more women into the outdoors!
