What: Under the direction of new CEO Julia Goddard and creative director Kate Phelan, Harvey Nichols unveils its SS25 campaign featuring illustrated interpretations of luxury fashion by RCA graduate Jacky Blue, marking a departure from conventional campaign imagery.

Why it is important: The collaboration demonstrates how heritage retailers are adapting their communication strategies to appeal to fashion-forward audiences, balancing artistic innovation with luxury brand presentation.

Harvey Nichols has taken a bold creative direction with its SS25 campaign, eschewing traditional fashion photography in favor of illustrations by designer Jacky Blue. The RCA graduate, known for her work with Calvin Klein and Donna Karan, brings her expertise in capturing catwalk looks to illustrate both established and emerging luxury brands sold by the retailer. The campaign will feature animated versions of the illustrations on digital screens in store windows across London. Creative director Kate Phelan emphasises that this initiative goes beyond seasonal promotion, positioning it as part of Harvey Nichols' strategy to reclaim its role as a fashion pioneer through innovative storytelling and creative expression.

IADS Notes: Harvey Nichols' new creative direction reflects its broader transformation strategy. Under CEO Julia Goddard and creative director Kate Phelan, the retailer has been implementing significant changes, including digital innovation and new retail concepts. This artistic collaboration with Jacky Blue marks the beginning of a new creative chapter, aiming to reclaim the store's pioneering position in fashion retail.

Harvey Nichols first campaign under new CEO and creative chief