British luxury retailer Fortnum & Mason is embracing the essence of a classic British summer in a striking new campaign developed in collaboration with long-time creative partner Otherway and iconic British photographer Martin Parr. Known for his vivid and cheeky portrayals of British life, Parr captures Fortnum’s unmistakable charm through a playful and culturally rich lens, blending the ordinary with the extraordinary.
The campaign is a celebration of the small yet meaningful rituals that define the season — from garden teas to seaside picnics — all elevated with Fortnum’s signature flair for food, drink, and irreverence. Set against the nostalgic backdrops of Weston-super-Mare and Clevedon Pier, Parr’s images spotlight sun-soaked scotch eggs, beachside bubbles, and colourful characters enjoying the pleasures of summer.
According to Liz Darran, Fortnum’s chief brand and creative officer, “At Fortnum & Mason, we’ve always believed that the simplest summer moments 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.”
Otherway’s artistic direction leans into Parr’s celebrated style, bringing Fortnum’s products into quirky, recognisably British scenes. Tom Rowe, head of design at Otherway, explains, “Collaborating with Martin allowed us to hold a mirror up with a wink, capturing the Great British Summertime in all its glorious, unexpected detail.”
Martin Parr himself remarked on the collaboration, saying, “How great it was to shoot the summer hampers of this British icon, in a classic British seaside location. Fortnum’s elevates the setting, but the spirit remains real.”
Launching in June 2025, the campaign will roll out across print, social media, and outdoor displays, continuing throughout July and August. Designed to engage a new generation of cultural tastemakers, it serves as a reminder — with humour and heart — of the enduring magic of a British summer, seen through the shared lens of two beloved icons.
