Department store Fenwick has launched its first campaign of 2025 with a bid to better connect with its wide range of customers who might be experiencing the ‘January Blues’.

‘Cloud 9’ will see the the historic, family-owned business encourage the British public to experience the great outdoors, to boost both their mental and physical health.

Anchored firmly around its fashion offering, the campaign will be centred around the classic Alfred Wainwright quote: “there’s no such thing as bad weather, only unsuitable clothing”.

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“Winter can be tough on both our immune system and our mood, but your gut may just be your secret weapon,” Indi brand nutritionist, Talia Engel said.

“A healthy gut helps produce serotonin, the “feel-good” neurotransmitter. By building your meals and snacks around foods that support your gut health, you can feel brighter and more balanced.”

Shot in Northumberland by Hadrian’s Wall near its flagship Newcastle store, Fenwick enlisted the services of photographer Jeremy Everett to take creative direction of the campaign.