Freemans’ latest collab is with popular ambassador Sophie Ellis-Bextor

Digital department store Freemans is celebrating the first anniversary of its fashion tie-up with singer, broadcaster and style icon Sophie Ellis-Bextor with an edit covering stylistic bases appealing to many of its prized customers.

Their new multi-purpose 21-piece capsule edit is described by Freemans’ CEO Ann Steer as “playful, glamorous and practical — exactly what our customers are looking for, whether they’re on the school run, heading to work, or dancing the night away”.

The collection blends “effortless daywear with playful evening looks” and the Freemans x Sophie Ellis-Bextor edit “leans into Freemans’ single-minded focus on women over 40… with a focus on wearable everyday glamour”.

With prices ranging from £49-£139, hero pieces include Denim Wide Leg Jumpsuit (£89), Mini Checked Skirt (£55), Matching jacket cropped jacket (£79), Leopard Faux Fur Coat (£139), Red Bow Detail Jumper (£49), Dogtooth Trousers (£55), Satin Black Dress (£99), Floral Sequin Mini Dress (£129) and Sequin Navy Blue Midi Dress (£125).

The ongoing collab with Ellis-Bextor looks to have resonated with Freemans’ core demographic as this is the fourth association in a year, including starring roles both the brand’s winter and summer advertising campaigns.