​E-tail giant Very has taken an interesting step and unveiled what it says is a new “long-term fashion platform”. It’s calling it ‘Haus of Flamingo’ and it comes with the launch of a summer campaign that “invites everyone to embrace their inner flamingo and elevate their summer style”.

It worked with creative agency The Gate to develop the platform that we’re told “combines the sentiment of Very’s brand proposition, ‘let’s make it sparkle’; the energy of the retailer’s fluent devices, its three flamingos, and an aspirational and relatable style to create an irresistible brand world full of pink and originality”.

Haus of Flamingo is meant to encourage customers “to free their inner flamingo and empowers them to express their confidence and unique sense of style”.

It spans the e-tailer’s complete fashion offering as well as including beauty with Very saying its research shows that its core customer “loves fashion and engages with the category to carve out ‘me time’ in her busy schedule. She is searching for a way to feel current and confident but finds a lot of fashion marketing unrelatable”.

With this in mind, the new platform “invites them to rediscover their love of fashion in a playful, stylish, and accessible way”.

Given that the accompanying campaign focuses on summer holiday pieces it comes at a good time, with the firm’s May mindset surveys in 2022 and 2023 showing around 40% increases in the number of customers looking forward to holidays abroad at this time.

The launch campaign comprises a hero 30-second film, along with 20-second and 6-second cut-down versions, plus “an extensive suite of social-first content”. Director duo Hot Icarus of Twice Pictures worked on it in collaboration with Very’s in-house creative team.

It will run nationwide across VOD, digital, social media and influencer activity. Media planning and buying was handled by Dentsu and post-production by Nomad London.