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The best of this year’s Valentine’s campaigns

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Valentine’s Day: the perfect excuse for brands to throw out fluffy, romantic pieces of work tied to the theme of love. The best of this year’s efforts from retailers and fashion brands include everything from a humorous film about a first date to an intimate series of self-portraits. There is also a love app, animation work and a virtual concierge.

Topshop and Topman

We love this play on the idea of online dating from Topshop and Topman combined. Called Valentine’s Dilemmas, it’s a three-minute film that explores issues faced ahead of a first date, from awkward Tinder chatting to deciding what to wear and working out how to greet each other.

& Other Stories


Same-sex couple Eden Clark and Lizzie Tovell appear in a dedicated Valentine’s campaign from retailer & Other Stories this year. The delicate and romantic self-portraits depict a series of tender moments between the duo: lying on the bed, hugging and kissing in front of the camera, and capturing each other in a mirror. The move follows other campaigns from Tiffany & Co for S/S 15 and Hallmark, also for Valentine’s, which feature same-sex relationships.

Ted Baker


Ted Baker has launched a Facebook app themed around chemistry for Valentine’s in a bid to help fans find their ‘molecular matches’. Fancy That invites users to input their name and date of birth to reveal which chemical element they are and what it says about their personality. The app also reveals facts such as which of the other chemicals in the Periodic Table users are most closely matched with, what their best season is, and their lucky numbers.


Animation is the focus for Ferragamo, which has released three short films celebrating the pursuit of love. The series, called A Florentine Romance, sees a man and a woman seeking each other out in and around Florence. Illustrations of the city act as the backdrop behind them, while a bracelet featuring the brand’s signature knot motif serves as the frame.

Tiffany & Co


Tiffany & Co has introduced a Concierge of Love for Valentine’s; a virtual cupid tasked with helping true romantics in their search for the perfect gifts. The campaign is anchored by five videos featuring advice for shoppers, as well as a Pinterest board that incorporates product suggestions as well as quick tips for the ideal gesture.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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