Damart is putting individual style centre stage with the launch of Style Studio, a new brand campaign created to challenge outdated ideas about how women should dress and show how great style can work around real life.
Spearheaded by style creator Valerie Mackay, Style Studio brings together four real women, each with their own lifestyles and fashion challenges. Working alongside Valerie, they explore new ways to approach their wardrobes and find looks that feel authentic to who they are. The result is a campaign that puts real women and everyday life at the heart of the story, celebrating the confidence that comes from finding your own personal style.
The campaign will launch with a hero short film that follows Valerie as she works alongside each woman to find looks that feel right for them – from practical outfits for days spent outdoors to glamorous looks for special occasions.
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Valerie has built a highly engaged audience on social media for her style and confidence advice for over 50s. Her role in Style Studio centres around helping women discover new possibilities within their own personal style, while the real women taking part each bring a unique perspective to the campaign:
- Kulbir Kaur, an outdoor enthusiast on the lookout for versatile pieces that combine practicality with style, helping her feel confident and put together throughout the day.
- Andrea Thompson, keen to explore more modern, glam looks that make her feel confident for special occasions.
- Julie Lowery, a woman who is always on the go and looking for easy to wear pieces that can take her from day to night and deliver on both comfort and style.
- Di Knowles, an active and sociable woman who wants to experiment with her look, embrace something different and let more of her personality come through.
Together, the stories showcase the versatility of Damart’s latest collection while challenging the style misconceptions that many women face today. Style Studio is designed to inspire women to discover a collection that feels modern, versatile and made to work around their busy lives.
The multichannel campaign will run across Connected TV, digital display, digital OOH, paid and organic social, influencer, email and damart.co.uk, with further support from Damart’s press office, bringing the Style Studio concept to audiences across multiple touchpoints.
For Damart, the campaign marks another step in its ambition to be recognised not only for comfort and practicality, but as a destination for confident, modern style.
Jeanette Howard Jones, managing director at Damart, said: “Style Studio brings to life something we believe strongly at Damart – that great style should feel personal. It should work for your life, reflect your personality and make you feel good. We wanted to move beyond simply telling women that Damart is stylish and show them what that looks like in real life. Working with Valerie and our four real women has given us the opportunity to tackle genuine styling challenges and demonstrate just how much possibility there is within our collection. Style Studio is about showing Damart’s place in the wardrobes of women looking for style, confidence, comfort and quality.”
The content has been created by THG Studios, building on the success of last year’s campaign, which focused on strengthening brand sentiment. EssenceMediacom North is leading the media planning, with a digital activation designed to bring the creative narrative to life across both short and long form formats.
The campaign aims to encourage conversation among women about what style, comfort and confidence mean to them, and how these can come together in their everyday wardrobes.
