House of Fraser Mother's day campaign targets denim

By

Nigel TAYLOR

Published
Mar 17, 2022

One of the biggest shopping seasons for women's fashion and beauty is upon us and stores are launching Mother's Day-linked campaigns ahead of the big day on March 27. This year, Frasers Group's House of Fraser has chosen to focus on real-life mother and daughter duos to be the face of its new Mom Jeans campaign.

It said it “set out to shine a spotlight on the beauty of mother/daughter relationships using one of the most timeless and versatile fashion items - mom jeans”. It's an approach that continues the general theme of the importance of family connections that we saw for the Christmas season as the post-pandemic need to be with family was a key feature of multiple campaigns. 

And it’s clearly a big year for any Mother's Day campaign given how the past two years have been affected by pandemic concerns or restrictions. Despite rising case numbers, UK life is pretty much back to normal so 2022 should be a big year for people spending time with their mothers on the day.

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So what has House of Fraser got up its sleeve? Well, the brand launched a model hunt on social media at the beginning of the year, “giving ordinary duos from across the UK the chance to be models for a day”. 

The winners were Louise and her daughter Kaye, both from Scotland, and Yvette and her daughter Maya from East London.

The two pairs both speak about how their relationships have affected their clothing choices. 

And as well as winning the model experience, each duo received a £500 House of Fraser gift card.