The nation’s favourite digital department store Freemans.com has released the first TV ad of the summer season, showcasing its stylish new collections on and around the iconic Brighton beach and pier, it announced today (10 April 2025).
The retro-inspired commercial features singer Sophie Ellis-Bextor and the Freeman’s Style Squad enjoying the South coast resort’s famed funfair, beach huts and pebble beach clad in the store’s latest summer collections.
The beautifully shot adventure uses vintage tints to evoke the gentle warmth of a British seaside midsummer day. However, in keeping with the brand’s pioneering move to support 40+ women, the ad has minimal retouching, allow the star’s natural beauty to shine through.
Sophie Ellis-Bextor, 46, said: “To me, this ad is bottled sunshine. Summer is all about living lightly – from clothes to make-up to accessories to that joyful feeling in your heart when the sun shines. Freemans wanted to capture that feeling of fun and as you can see from the smiles on all our faces, we did it. It makes you long for lazy days and fabulous summer fashion.”
Ann Steer, chief executive officer, Freemans said: “After Sophie starred in our Christmas ad, everything she wore sold out in a few days – and we expect the same to happen this summer. Sophie and the Style Squad are genuine style allies to midlife women and our new summer collection has all any shopper needs to be a summer belle, whether you’re in Brighton, Benidorm or Barbados.”
The 30-second commercial opens at Brighton’s celebrated Palace Funfair on the resort’s Pier, where Sophie wins the strongman-style game, hitting the Freeman’s logo target lit up in dazzling lights.
Supported by her Style Squad former model Sophie then enjoys the attraction’s retro rides, while showcasing a selection of the retailer’s stylish summer collections.
Hero outfits include a blue and white puff sleeved mini dress, on-trend denim waistcoat and wide leg jean co-ord, burnt orange smock dress and a striking combo of chino shorts and black square-necked top.
The ad then moves to the resort’s beach huts, where a sun-soaked golden beach is created, with Sophie and the Style Squad donning swimsuits, sunglasses and hats to ‘catch the rays’.
In a nod to the successful Freemans’ festive ad – which saw Christmas sales surge by 13% year-on-year – the ad also uses Sophie Ellis-Bextor’s smash hit ‘Freedom of the Night’ track, which the star performed on the Strictly results show.
The mini film ends with a walk along Brighton’s famous pebble beach with the strapline “Find your summer style at Freemans” – emphasising the retailer’s inclusive and welcoming ethos where every woman can find fashion she loves.
The ad, the earliest Freemans has launched, will air on 11 April 2025.
The new summer collection features over 250 new lines and includes big name brands such as Ted Baker, Monsoon, Pour Moi and Birkenstock, across key summer fashion categories, including footwear and accessories as well as Freemans exclusive own bought offerings. With inclusive sizing from 6 to 28 designed specifically for consumers to feel both comfortable and confident, Freemans.com expects record sales this summer.
The commercial follows the successful launch of Freemans’ new holiday shop featuring Lascana with I’m a Celebrity star Myleene Klass. The 47-year-old mum-of-three was snapped modelling series of bikinis and beachwear for to launch the Freemans Lascana Holiday Shop, causing a media frenzy and record traffic to the Freemans website.
Find Your Summer Style – will be amplified across all Freemans owned channels as well as socials and PR and is designed to be a one stop shop for everyone’s seasonal summer needs.
