Freemans

A commercial partnership with Freemans, delivered across YOU Magazine and Mail Metro Media as part of The Update campaign, designed to reposition the brand from a traditional catalogue retailer to a modern, digital-first department store.

The print execution included two fashion-led double-page spreads alongside a bespoke eight-page glossy pullout, bound into YOU Magazine. The double-page spreads focused on seasonal fashion, presenting key looks in a contemporary, editorial style that felt confident, wearable and relevant to everyday life.

The eight-page pullout shifted focus to interiors, showcasing Freemans’ home offering through living rooms, dining spaces and bedrooms. Each section translated trends into practical inspiration, combining styled room sets with clear product highlights to demonstrate how readers could easily update their homes in small but impactful ways.

Design across all formats was intentionally clean, modern and aspirational, with spacious layouts, strong imagery and clear structure to help curate Freemans’ broad range. The pullout was styled to feel like a standalone luxury magazine, placing the brand in a fresh editorial environment while maintaining strong commercial clarity.

Together, the spreads and pullout presented Freemans as a one-stop destination for style updates, balancing fashion and home with a tone that felt relatable, considered and in step with modern family life — reinforcing the brand’s range, relevance and ability to meet changing tastes in one accessible place.