Simons is channeling old Hollywood to create intrigue outside of its entrenched Quebec base.

“Simons has a great story to tell, and this work is the beginning of that story,” says Yannick Vial, senior vice-president, and 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.”

Cossette is the agency partner on the new campaign. As the agency’s creative director Alyssa Graff explains, “Style is Calling” is a platform the brand plans on leveraging for the future.

The old Hollywood-style campaign vignettes are about creating “allure and intrigue,” Graff says. She tells strategy that since Simons refers to itself as “Canada’s House of Fashion,” it wanted to reference this in some way and be a bit cheeky in the process.

It’s about creating an overall identity as Simons expands, as awareness isn’t created in one campaign, Graff points out, but she feels this is a good launchpad.

Graff says Simons is going after the “style-curious” people who favour wool jackets unique to Spain, or those who appreciate a carefully curated selection of trousers from Portugal. What’s also unique about Simons, she explains, is that it offers luxury items like Gucci purses side-by-side with $10 tees.

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 fashion retailer.

Back to school and Christmas are key seasons for Simons, but will be less of a focus in 2024 since the brand has crafted a full, broad spring creative campaign designed for mass appeal.

Cossette’s Montreal-based office has worked with Simons since 2010, and this is the Toronto office’s first time participating in the creative.