Premium retailer Fortnum & Mason has partnered with British photographer Martin Parr to shoot its 2025 summer campaign, showcasing how its hampers, biscuits and bottles of champagne can elevate even the simplest sunny-day ritual.

Shot at a “classic British seaside” location, Parr’s shots aim to celebrate how summer day traditions can be brough to life with good food and drink, from fish and chips by the sea to a garden picnic.

The department store’s campaign will look to offer a fresh take on such quintessentially British summer moments, all the while highlighting the quality of its product offering.

“How great it was to shoot the summer hampers of this British icon, in a classic British seaside location,” said Parr.

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Fortnum & Mason and the seaside are a fantastic combination, which was a pleasure to shoot. Fortnum’s elevates the setting, but the spirit remains real. People and life always have humour in them. You can never get bored with people and all their quirks.”

The images will appear across social media channels, in-store displays, out-of-home billboards and print advertising content throughout July and August.

Liz Darran, chief brand and creative officer at Fortnum & Mason added: “At Fortnum & Mason, we’ve always believed that simple summer moments, like tea in the garden or a picnic in the park, deserve to be celebrated.

“Martin Parr’s unmistakable eye captures the joy and eccentricity of the British summer, making him the perfect partner to show how Fortnum’s can make the everyday special.”