The year is 2020. The UK has endured months of lockdowns and we’re hanging onto the hope that we’ll be able to see our families at Christmas. That is, until the dreaded news comes that we’ll be spending our first Christmases alone.

House of Fraser, one of the UK’s largest fashion retailers, had a challenge. Christmas was the biggest time of year for them to sell dresses. But now everyone is staying at home, how could they get people to invest in fashion that other people are unlikely to see?

For the fashion giant I decided to create the Dress-In-Gown. A dress made to party in but with all the comforts of home. Wear it to your next Zoom quiz, laze around in it on Christmas morning or have a ‘seccy in it while Facetiming your girlfriends.

We created the dress from scratch and did a photoshoot to show off its best bits. We placed adverts for the dress as banners on the website, within marketing email activity and splashed it all over social media. We also created an ‘In-In’ category page for the House of Fraser website where people could go and buy dresses made to be worn at home.

The campaign was picked up by Metro, The Sun, Heart Radio, Drapers and more, as well as generating £12k of additional revenue and driving 20k sessions to the campaign page.

* Work carried out for Rise @ Seven.