Fashion Retailer Simons Calls on Style Curious Canadians to Step into Spring

Canadian fashion retailer Simons has launched its spring campaign, Style Is Calling. This new campaign calls out to the style-curious by intentionally creating an air of mystique and intrigue - the kind that draws people into stores - emulating the magnetic power of style within a Simons location. 

Simons stands out as an industry leader renowned for its innovative approach to fashion. Our latest campaign embodies this mindset like never before. It’s not just about aesthetics - it’s an immersive experience that captures the essence of the brand’s non-traditional identity. Having transformed the conventional concept of a department store into (something akin to) a curated collection of boutique experiences, Simons is a vibrant destination where everyone can find their style.

“Simons has a great story to tell, and this work is the beginning of that story,” says Yannick Vial, senior vice-president, chief digital development and unified commerce officer at Simons. “We want to reintroduce Simons to the rest of the country and make Canadians from coast to coast feel more confident in their style. Simons’ unique store concept is designed to help every Canadian find their own signature look.” 

Together with Cossette, Simons has leveraged a combination of OOH, OLV, cinema, in-mall media, paid and organic social, and influencers to give Canadians a glimpse of the uniquely different and inspiring fashion retailer that is Simons - a fashion destination for all Canadians. 

“Style is powerful. It calls to us, drawing us in like a magnet. That’s why each campaign asset has an energy, a pull,” says Alyssa Graff, creative director at Cossette. “Style Is Calling invites you to visit Simons and feel comfortable and inspired to explore your sense of style, even if it has yet to be awakened.”

“We feel a tremendous sense of pride in collaborating with such an inspiring, ambitious, and progressive company,” adds Louis Duchesne, president, Quebec and East at Cossette. “Simons is well positioned to become the leading fashion destination in the country, and we’re excited to invite every Canadian to discover it for themselves.”