Reiss launches colour-focused campaign as it evolves from neutrals

By

Sandra Halliday

Published
Oct 11, 2022

Premium fashion retailer Reiss has launched a new campaign to celebrate the colour focus of its new AW22 collection. It’s a big move for a label best known for understated neutrals.

Described as its “most vibrant collection to date”, the product offer comes with a Life in Colour campaign that focuses on the brand’s addition of intense shades to its typically neutral tones with a “brighter, more daring colour palette”. 

The company has also partnered with colour psychologist Karen Haller to “dissect the bespoke colour palette for [the season] and identify how each colour can directly impact emotions and mood, two aspects which inspired the colour palette for the season”. 

It said that since expanding its palette, it has “been on a mission to educate its customer on how to feel comfortable exploring colour, how to style brighter colours and the benefit specific colours can bring to your day to day life”.

The campaign was shot around London with city life hinted at in the background, whether it’s the unmistakable (but blurred) red of a London bus or the neutral greys of its architecture and pavements.

Reiss — which is now majority owned by Next — is on a roll at the moment and only last month reported record sales and profits for last year “with momentum accelerating into 2022”. 

It also said that in the 26 weeks to 30 July this year, total group sales were 38% higher than a year earlier and 42.7% higher than in 2019.