Quiet No More: Fenwick launches first ad campaign

By

Nigel TAYLOR

Published
Sep 18, 2023

When it comes to advertising, Fenwick has been quiet for 221 years. But that’s about to change. Under the banner tagline ‘Quiet No More’, the UK department store group is launching its first-ever ad campaign, “welcoming in a new era [that] marks the start of its brand evolution”.

Shouting out about what it stands for by ‘Giving Them Something To Talk About’, the campaign launches from 18 September and is being seen across the UK — from Edinburgh to Bristol and Birmingham to London — “with ad images designed for maximum impact”. 

It’s showing across billboards, through underground station takeovers, across the public transport network, and on the ground via guerrilla marketing activity.

Aimed to draw attention “with raw, energetic imagery and thought-provoking statements” the accompanying images were shot by Estevez + Belloso and Ana Paganini.

The new aesthetic also aligns with brand launches for Fenwick including Lovebirds, Cannari Concept, Ed Hardy and Carhartt in womenswear, Saul Nash, Needles and Parlez in menswear, and Byredo and Good Light in beauty.

To amplify its message, the retailer is also inviting customers “to meet the new Fenwick” and they will be able to visit a pop-up in their store and buy online the limited-edition campaign T-shirts ‘Quiet No More’.

Other conversation-starting statements include ‘Unquiet Luxury’ and ‘Wear Something with Volume’, each purchase of a T-shirt at £30 will also come with a free ‘Quiet No More’ tote bag. 

“This is just the beginning of Fenwick’s evolution, which looks to create its stores and website that are as distinct as the people who shop there. Whether physical or online, Fenwick is a destination where all customers can find their style - where they too can be Quiet No More”, the retailer said.

CMO Mia Fenwick called the launch “a monumental moment for us” and added: “As a traditionally discreet brand, this is our time to be Quiet No More. Our campaign reaches out to a new generation who want to engage with authentic brands, feel seen and welcomed. This is where we are spotlighting all the pioneers - young and old, every age and gender— who embody what Fenwick stands for.”