Flannels goes big on tradition for a ‘grand hotel’-based festive campaign

Having “evolved into a pioneer of new luxury”, fashion retailer Flannels has pulled out all the stops to show off a host of (17 of them) high-end brands, including several video shorts, for its ‘Christmas in the City’ campaign.

Calling it a “cinematic exploration of the festive season through a distinctly modern British lens”, Flannels celebrates the spirit of a “true British Christmas and the traditions that make the season so distinctive”. Celebrating Christmas traditions is a popular theme from multiple retailers this year, including low-price supermarkets and the highest-end fashion names.

Inspired by the charm and nostalgia of the nation’s grand hotels in winter, the campaign “captures the excitement of festive dressing and the magic of coming together”. 

Set within the grandeur of an unnamed ‘Grand Hotel’, the campaign “captures the energy, excitement and anticipation of the festive season as it unfolds”. We’re told moments of movement and connection play out across marble floors, gilded lobby halls and warm hotel rooms, “gifts being chosen, guests arriving, glances exchanged, unity communicated”.

“Fast-paced and cinematic throughout”, director Jake Erland’s ​“energetic storytelling” and content creator Danny Lomas’ ​“bold charm”, Christmas in the City “bottles the thrill of the holidays through a distinctly Flannels lens: glamorous, spirited, and unmistakably modern”.

Driven by its “enduring mission to elevate the everyday”, Flannels said the aim is to continue to “harness the creativity and allure of the world’s most exceptional brands”.

And those 17 campaign heroes in the campaign include big names such as Fendi, Prada, Miu Miu, Gucci, Chloé, Bottega Veneta, Vivienne Westwood, Burberry, Acne Studios, Casablanca, Stone Island, Represent and Ganni. Meanwhile still-life imagery highlights include Saint Laurent, Jacquemus and Moncler worn by Anne Kuen, Sokhna Cisse, Luis Iversen, and Du Wei.