Fashion footwear retail giant Schuh is embracing the Christmas spirit in a big way this year with a just-launched 360 marketing campaign ‘Past, Present(s), Future’, premiering on major broadcast channels from 10 November.
Image: Schuh
And while joining department store group Fenwick in choosing Charles Dickens’ ‘A Christmas Carol’ as its seasonal theme, Schuh’s has chosen an updated storyline to deliver the same inspirational message.
Working with its creative agency ZAK and directed by London-based creative director Henry Dean, the campaign explores “the joy of Christmas gifting at every stage of life”.
The ad follows Cazzie, “who has lost her love for Christmas”. Guided by a “stylish spirit guide” Marley and a reflective voiceover, she embarks on “a journey of rediscovery”. Through “striking point-of-view shots”, the ad captures her near past, “the excitement of receiving gifts as a teenager… and her near future, highlighting the joy of perfecting gift-giving for her own children”.
Through this lens of “nostalgia and transformation”, the character “reconnects with the magic of the present: trying on fresh pairs of shoes, celebrating with friends, and enjoying Christmas with her chosen family, where everyone is free to be whoever they want to be”.
The ad closes on “scenes of laughter, gift-giving, and, naturally, really great shoes – a celebration of rediscovering the true spirit of Christmas”.
The campaign launches with a 30-second storytelling video across social channels and premiering on broadcast channels from 10 November. This includes ITVX, Channel 4 Streaming, and Sky VOD, alongside premium subscription services Netflix, Amazon Prime Video, and Disney+. The campaign will also run across YouTube, YouTube Shorts, VEVO, Reddit and Twitch.
In addition, Schuh said it’s also “stepping into new territory” with strategic podcast sponsorships, “connecting with Gen Z and family audiences through some of the UK’s most popular shows”, including Saving Grace, The Girls Bathroom, and Parenting Hell, “all ranked within Spotify’s Top 100”.
Supporting the campaign, Schuh will also roll out a suite of owned activity across social, digital, and physical touchpoints. This includes just-launched hero social content, creator-led storytelling, and an out-of-home activation in Manchester.
Neil Partington, chief retail officer at Schuh, said: “The Past, Present(s), Future campaign is ultimately a celebration of gifting. The campaign adopts the ethos of our ‘Same, But Different’ creative platform, championing the message that there is no one way to be this Christmas.”
Burberry has named a new chief operating and supply chain officer as well as a new chief customer officer. They’re both key roles at the recovering luxury giant and both are being promoted from within.
Matteo Calonaci becomes chief operating and supply chain officer, moving from his role as senior vice-president of strategy and transformation at the firm.
In his new role, he’ll be oversee supply chain and planning, strategy and transformation, and data and analytics. He succeeds Klaus Bierbrauer, who’s currently Burberry supply chain and industrial officer. Bierbrauer will be leaving the company following its winter show and a transition period.
Matteo Calonaci – Burberry
Meanwhile, Johnattan Leon steps up as chief customer officer. He’s currently currently Burberry’s senior vice-president of commercial and chief of staff. In his new role he’ll be leading Burberry’s customer, client engagement, customer service and retail excellence teams, while also overseeing its digital, outlet and commercial operations.
Both Calonaci and Leon will join the executive committee, reporting to Company CEO Joshua Schulman.
JohnattanLeon – Burberry
Schulman said of the two execs that the appointments “reflect the exceptional talent and leadership we have at Burberry. Both Matteo and Johnattan have been instrumental in strengthening our focus on executional excellence and elevating our customer experience. Their deep understanding of our business, our people, and our customers gives me full confidence that their leadership will help drive [our strategy] Burberry Forward”.
Traditional and occasion wear designer Puneet Gupta has stepped into the world of fine jewellery with the launch of ‘Deco Luméaura,’ a collection designed to blend heritage and contemporary aesthetics while taking inspiration from the dramatic landscapes of Ladakh.
Hints of Ladakh’s heritage can be seen in this sculptural evening bag – Puneet Gupta
“For me, Deco Luméaura is an exploration of transformation- of material, of story, of self,” said Puneet Gupta in a press release. “True luxury isn’t perfect; it is intentional. Every piece is crafted to be lived with and passed on.”
The jewellery collection features cocktail rings, bangles, chokers, necklaces, and statement evening bags made in recycled brass and finished with 24 carat gold. The stones used have been kept natural to highlight their imperfect and unique forms and each piece in the collection has been hammered, polished, and engraved by hand.
An eclectic mix of jewels from the collection – Puneet Gupta
Designed to function as wearable art pieces, the colourful jewellery echoes the geometry of Art Deco while incorporating distinctly South Asian imagery such as camels, butterflies, and tassels. Gupta divides his time between his stores in Hyderabad and Delhi and aims to bring Indian artistry to a global audience while crafting a dialogue between designer and artisan.
A look inside the salon of the French luxury house’s new Vienna store. – CELINE
The 150-square-metre luxury boutique in Vienna spans three storeys. It showcases the latest womenswear and menswear collections, beauty, fragrances, and Maison pieces. From the outside, the flagship impresses with a listed façade of sculpted marble, paired with large, dark-framed, floor-to-ceiling windows.
Inside, natural stone prevails, with materials such as Grand Antique marble combined with travertine. Basaltina flooring laid throughout features a French-inspired chevron pattern. The sense of luxury is heightened by ultra-clear mirrors- some finished in antique gold- neon lighting, and polished metal.
On the ground floor, womenswear is presented, beginning with accessories, leather goods, beauty products, and fragrances. This is followed by the ready-to-wear area.
A staircase with cantilevered steps, inspired by minimalism, leads to the first floor, where the menswear collections are presented. The scheme here is darker overall, with black-lacquered walls and a selection of timbers that contrast with the lighter woods in the other areas.
A look inside the luxury boutique. – CELINE
An intimate salon on the second floor, accessible exclusively via a private lift, expands the store and includes an enlarged fitting room.
Throughout the store and its numerous lounge areas, the furnishings comprise a selection of vintage and contemporary pieces. As part of the ongoing Celine Art Project, a curated selection of artworks is on display with a stoneware composition by Anders Hald, a painting by Jasmine Gregory, and sculptures by Rosalind Tallmadge and Marcelo Silveira.
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