A New Chapter in Retail: John Lewis & Sisters Launch
In an innovative move that heralds a new era of inclusivity and support for women-led businesses, John Lewis, in partnership with Saatchi & Saatchi, has introduced John Lewis & Sisters. This groundbreaking initiative coincides with the run-up to International Women’s Day, setting a precedent for celebrating and empowering female talent in the retail sector. The campaign is not just a nod to the retailer’s storied history but a bold stride towards a future where women’s contributions are prominently recognised and celebrated.
Transformative Creatives: A Tribute to Female Influence
As part of the campaign’s roll-out, John Lewis & Partners has temporarily transformed into John Lewis & Sisters on social media, reinforcing the initiative’s ethos. The campaign’s visual elements are a homage to the women who have shaped the brand, featuring a vibrant, pop art-inspired palette and dynamic typography. Landmark creatives, including a striking mural in Liverpool and captivating live window art installations in London, pay tribute to the legacy of female icons such as Sarah Lewis and Barbara Hepworth, as well as modern-day trailblazers like Charlotte Tilbury and Emma Bridgewater.
A Platform for Future Pioneers
John Lewis & Sisters isn’t merely a celebratory gesture but a substantive platform aimed at fostering new female talent. The initiative invites women-led brands and makers to showcase their products and potentially secure a spot in John Lewis’s esteemed Christmas lineup. This open invitation empowers female entrepreneurs to share their creativity, stories, and vision, contributing to the rich tapestry of innovation that John Lewis champions.
Long-term Commitment to Female Empowerment
The essence of the campaign extends beyond a seasonal promotion, embodying a sustained commitment to nurturing female creativity. Charlotte Lock, the Customer Director at John Lewis Partnership, emphasises the brand’s longstanding dedication to women’s pivotal role in its success and its future. The initiative’s vibrant visuals symbolise the strength, energy, and boldness John Lewis envisages infusing into its brand, propelled by the ingenuity of female creators.
A Campaign for All Seasons
Echoing this sentiment, Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, highlights the campaign’s year-round relevance, celebrating the enduring legacy of female creativity at John Lewis. The campaign is designed not only to honour this rich history but to lay the groundwork for future generations of female artists, designers, and entrepreneurs.
Empowering Tomorrow’s Icons
As John Lewis & Sisters unfolds, it promises to be more than a seasonal campaign; it’s poised to become a cornerstone of John Lewis’s brand philosophy, championing female talent today, tomorrow, and beyond. By turning the spotlight on the achievements and potential of women, John Lewis is not just selling products; it’s investing in a brighter, more inclusive future for retail, where women’s creativity is celebrated and elevated every day of the year.
