Flannels reveals campaign and flagship takeover, plus homewares debut

Flannels has unveiled We Are The Party, what it describes as “a dynamic” Holiday season campaign. It has also launched a Flannels X flagship store takeover on London’s Oxford Street, as well as the debut of a new category for the retailer — Flannels Home.

The Frasers Group-owned luxury retailer previously moved from fashion-only into beauty and the addition of homewares sets the seal on it almost as a department store for the affluent youth market.

But first the store takeover. Flannels X has been “transformed into the ultimate shoppable house party; a multi-story concept space and ultra-loud partywear haven”. 

It rounds off its 2023 Youth-phoria strategy and sees Flannels X turning into “a hyper-real house party — bringing together a cohort of youth-led fashion and beauty brands in a seasonal immersive shopping experience through the hubs of any good house party, from the kitchen to the boudoir. The intention: to celebrate a year of collaboration, events and activations, and extend the business’s commitment to youth culture”.

Visitors enter the party through the Lounge, greeted by bespoke festive displays, alongside an edit of “must-have night out accessories, ready-to-wear, and a dedicated gifting area”. There’s a rainbow display of the “viral it-bag of the year, Diesel’s 1DR, bold looks from Palm Angels, an edit by Amiri, and MCM’s cult monogram leather accessories”. 

Moving ‘outside’ to the Garden, an edit of outerwear essentials is displayed, “from cult favourites to exclusive activations” from brands such as Belstaff, Ganni x Barbour, and The North Face.

The Bedroom “celebrates fashion-favourite link-ups in a rolling series of drops” from the latest adidas x Wales Bonner collection, Rihanna’s Puma x Fenty, and “viral collaborations” from Ugg x Telfar, and Reebok x Mallett, alongside “a curated line-up of streetwear heroes” from Fear of God Essentials, Represent and Avirex. 

The Boudoir is “the ultimate walk-in wardrobe courtesy of Flannels Rental” where shoppers can “play dress-up with a New Luxury fantasy edit from Coperni, LaQuan Smith, Miscreants, 16Arlington and more”. And there’s a curation of “cult contemporary womenswear labels designed to make an impact”, including new season offerings from Mugler, David Koma and others.

The X Bar in the Kitchen “provides a bougie mid-shop pit-stop, bookable for one-hour slots. Serving Dom Perignon, Ruinart, Veuve Cliquot and the snack of the season — crisps and caviar”. 

Visitors can also enjoy the Beauty Bathroom with the chain’s make-up and haircare offering, “which has arrived for the first time at Flannels X”.

They can “get party ready with products from Charlotte Tilbury, and the immersive GHD styling station. There’s a limited-edition Beauty Christmas Cracker, featuring a haul of “viral” products from brands such as Olaplex, Augustinus Bader, Dr Barbara Sturm, and Kylie Cosmetics. The Beauty Vending Machine is also giving customers the chance to win products from MAC, Benefit, Moroccan Oil and more. 

And the new Flannels Home offer “completes the house party with a curated edit of must-have designer homeware weaving throughout the space — including brands such as Versace, Off-White, Assouline, Dolce&Gabbana, Seletti, Pols Potten, Jonathan Adler, and more”.

Meanwhile, the supporting campaign, styled by Kyanisha Morgan, and shot by Crowns & Owls, “embodies the energy and intimacy of a house party. A vibrant atmosphere is immediately felt in the visual campaign full of spontaneity and social connection,” we’re told.

Flannels CMO Beckie Stanion said: “We Are The Party really is the epitome of a brilliant year at Flannels. Our campaign really comes to life in the store — from the set build to the gift and shopping edit.”