Flannels festive campaign focuses on the energy of club culture

By

Sandra Halliday

Published
Nov 4, 2022

Frasers Group’s luxury Flannels chain has launched a “high-octane holiday campaign representing the British retailer’s vibrant seasonal partywear offering in a scene depicting the energy of UK club culture today”.

It’s called The Party Never Stops and takes its cues from “the moment the club closes its doors”, depicting the “fizzing tension that precedes the move to the afters”. 

It was created by Sunshine, shot by photographer Aidan Zamiri, and styled by Ola Ebiti at The Silver Building in London’s Royal Docks. That’s a “Brutalist cultural hub for burgeoning creatives”.

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The cast of dancers move to the sounds of BIIG PIIG’s ‘Kerosene’ between high streets and back alleys, lit by overhead lamps, shop displays, and twinkling lights. 

That may not sound very much like a traditional Christmas ad, but the cast is at least “stamping their way through the snow", and "the rush of the music still coursing through their veins, they head on to the next phase of the night, totally wired and intent on keeping the party going strong”. 

Of course the whole point of all this what they’re wearing and that includes “haute-glam partywear”. A floor-length Balenciaga gown in scarlet clashes with the hot pink of a Prada coat, while Balmain minidresses come with copious amounts of sequins. Saint Laurent serves up “slick, sexy tailoring for him and her, as corset and trouser combinations courtesy of British fashion icon Vivienne Westwood add a pinch of punky cool”. 

We also get to see 16Arlington’s feather minis, Versace’s 90s-inspired skirt suits, plus separates from Jacquemus across both men’s and womenswear. 

There’s a big focus on it bags and shoes, plus coats from Balenciaga’s faux fur, to Prada’s flight jackets. 

Joseph Prince, the chain’s Head of Luxury Campaigns, said: “Continuing our work with a new generation of talent and creators, The Party Never Stops campaign celebrates the youth culture of today, whilst paying homage to cultural history; further elevating our New Luxury offering and championing bold originality.”