Digital department store Freemans has released the first TV ad of the summer season, showcasing its stylish new collections on Brighton beach.

The 30-second “retro-inspired” spot features singer Sophie Ellis-Bextor and the Freemans’ Style Squad and will air tomorrow (11 April)

The ad uses vintage tints “to evoke the gentle warmth of a British seaside midsummer day”, said the online fashion firm.

“However, in keeping with the brand’s pioneering move to support 40+ women, the ad has minimal retouching, to allow the star’s natural beauty to shine through,” the statement added.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Ellis-Bextor, who participated in the 11th series of Strictly Come Dancing in 2013, said: “To me, this ad is bottled sunshine. Summer is all about living lightly, from clothes to make-up, to accessories, to that joyful feeling in your heart when the sun shines.”

“Freemans wanted to capture that feeling of fun and as you can see from the smiles on all our faces, we did it. It makes you long for lazy days and fabulous summer fashion,” she added.

Ann Steer, CEO of Freemans said: “After Sophie starred in our Christmas ad, everything she wore sold out in a few days, and we expect the same to happen this summer.

“Sophie and the Style Squad are genuine style allies to midlife women and our new summer collection has all any shopper needs to be a summer belle, whether you’re in Brighton, Benidorm or Barbados.”

In a nod to Freemans’ festive ad – which saw Christmas sales surge by 13% year-on-year – the ad also uses Ellis-Bextor’s hit song ‘Freedom of the Night’ track, which she performed on the Strictly results show.

This latest ad follows the launch of Freemans’ new holiday shop in March, which featured I’m a Celebrity star Myleene Klass.

The ad caused “a media frenzy and record traffic to the Freemans website”, the firm said.