Two British ‘institutions’ have come together for a new campaign with premium footwear retailer Russell & Bromley releasing the first part of a campaign starring perennial favourite pop-star-turned-actress Billie Piper.

Under the brand’s still-new creative director Daniel Beardsworth-Shaw, it has partnered with her as its new face, something of an unusual move for the label that’s not previously been known for its celebrity ambassadors.

Shot by Brendan Freeman, the company has released the AW25 campaign that has a touch of the surreal about it (again, an unusual move for Russell & Bromley) with the first campaign phase, dubbed Cobblers, launching this month.

It’s an interesting take on the story of the woman who lived in a shoe with Piper being seen inside an oversized boot. It also ties in neatly with Russell & Bromley’s tradition of craft.

November will see the second phase of the campaign, dubbed Fab, as the cobbler’s shop evolves into a nightclub with Piper as the host and the product directly referencing the party season that kicks off at the same time.

It’s an interesting blend of the traditional and the modern and the unusual ads should certainly grab consumer attention.

And it’s perhaps a reflection of a changed approach under Beardsworth-Shaw, who was named as the label’s first-ever creative director in summer 20204. He said: “I’m incredibly proud to introduce Billie as the face of our AW25 campaign and my debut collection for Russell & Bromley.

“She embodies the spirit of modern British style with such ease and individuality, and brings a sense of energy, confidence and charm that feels completely in tune with where we’re headed. Billie couldn’t be a more fitting choice. Since joining the business, my focus has been on evolving the brand with purpose, building on our heritage while designing for a new generation. Billie brings that vision to life with real personality.”