John Lewis leads with action for International Women’s Day

The new campaign will see women-owned brands and businesses stocked in John Lewis stores.

Nicola Kemp

Editorial Director Creativebrief


The official UN theme for International Women's Day 2024 showcases the vital importance of investing in women to make progress. ‘Invest in Women: Accelerate Progress’ is a tangible call for action.

This action is at the heart of John Lewis’ new campaign from Saatchi & Saatchi which marks the launch of John Lewis & Sisters, the retailer's new platform which invites women-led brands, makers, designers and producers to have their products stocked in the key festive sales period.

To promote the initiative John Lewis & Partners has this week rebranded as John Lewis & Sisters across its social channels and launched collage-inspired creatives including a mural in Liverpool, live window art installations at its flagship London stores and fixtures in stores nationwide, alongside Outdoor and print executions.  

The creative celebrates the women of the past, present and future that have been integral to John Lewis’ success over the last 160 years. It features female creators including the late Sarah Lewis (John Lewis’ wife) and Barbara Hepworth, to present-day icons Charlotte Tilbury and Emma Bridgewater.

The creative focuses on the women creators and makers who have been at the heart of John Lewis. It also invites consumers to find out about these iconic women and encourages a new generation to join and support John Lewis & Sisters. Two pieces of original live window art will also be installed in London on 8th March - created by Nephthys Foster of Nephthys Illustrated.

This is a campaign for International Women's Day and for the other 364 days of the year.

Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi

John Lewis is underpinning this initiative with a long-term commitment to support female talent, inviting makers to share their talent, stories and ideas with buyers to help shape the future of the brand. They will also give businesses the chance to have their products sold in-store and online this Christmas. Any brand can put themselves forward via the dedicated hub, and shortlisted businesses will move through to a second pitch-style round before the final lineup is chosen. 

Charlotte Lock, Customer Director for the John Lewis Partnership, explained: “For over 160 years women have been integral for the growth and rich history of John Lewis. From era defining designers to our incredible Partners. We’re still working with incredible female creators and are continuing our commitment to support women, by inviting talented business owners to come and help us create a whole new era and future for the John Lewis brand.”

Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi added: “This is a campaign for International Women's Day and for the other 364 days of the year, and also honours the many years that John Lewis has committed to female creativity. It’s been a pleasure to bring to life the female creatives embedded in John Lewis’s history and John Lewis today, in order to support the amazing creators of the future.”

While there is a growing cynicism surrounding tokenism when it comes to International Women’s Day, this campaign underlines the power of investing in women all year round. 


Agencies Featured