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Christmas

Brown Thomas Christmas 2026

This Is Christmas

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One night in the store

Who Will You Follow?

One dark winter night, our four archetypes enter the Brown Thomas store, each searching for the perfect gift. Whose footsteps will you follow?

Chapter I

The Robin

The one who gifts joy

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Chapter II

The Fox

The stylish tastemaker

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Chapter III

The Owl

The quiet luxuriant

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Chapter IV

The Stag

The true sophisticate

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A European robin with a bright orange-red breast and grey-brown wings stands on a cylindrical, patterned fabric box. The background features blurred, red and gold wrapped presents, suggesting a festive or Christmas setting. A woman in a white dress sits on a stairway, holding a wrapped gift. The stairs are decorated with various wrapped presents, and a garland with lights and a large red poinsettia adorns the banister. The setting exudes a festive, holiday atmosphere.

Chapter I

The Robin

Chapter I · The Robin

Glowing with joy, wherever she goes

The Robin doesn’t give gifts, she gives moments: a relaxing skincare ritual, a memorable scent or an innovative beauty experience.

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The Robin Archetype

Flitting in comes The Robin, with an energy that is infectious and joyful. The Robin relishes in being the centre of attention; she’s not afraid of the spotlight. A flush of blush, a peck on the cheek, our Robin brings only the most beautiful of treats.

A fox with a reddish-brown coat walks on a red carpet in what appears to be an indoor setting. The background is softly blurred, featuring warm lighting and wooden furnishings, suggesting a cosy environment. The fox's gaze is directed forward, giving an impression of curiosity or attentiveness. A woman in a flowing red dress stands elegantly against a backdrop of red curtains. Surrounding her are numerous shopping bags and open suitcases filled with wrapped gifts.

Chapter II

The Fox

Chapter II · The Fox

Incredible style, even better gifts

Some people have “notions”, she prefers to call them “standards”. The Fox turns self-gifting into an art.

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The Fox Archetype

The Fox moves through the store with a quiet confidence; she knows what she wants, and exactly where to find it. A glint of silver, a flash of red soles. From accessories to footwear, she seeks out the most coveted new arrivals and makes them her own.

A barn owl in mid-flight with outstretched wings in front of a stone wall with the words 'Brown Thomas' visible. A mannequin dressed in black clothing is displayed in a nearby shop window. A person stands elegantly in a dimly lit room between two decorated Christmas trees. They are wearing a flowing dark gown and long gloves, with short hair. The room features ornate woodwork and soft candlelight, creating a warm, festive atmosphere.

Chapter III

The Owl

Chapter III · The Owl

Sees everything, knows everyone

For the one who chooses carefully and never gets it wrong. From homeware to gifting, The Owl brings a quiet luxury to every occasion, setting the scene with considered pieces, made to last.

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The Owl Archetype

The Owl swoops in, surveying the scene. While everybody else is still looking, she already knows. Her list is long, but The Owl has been paying close attention all year long, and she knows what everyone wants. The Owl chooses luxury, elegance and makes a lasting impression wherever she goes.

A deer stands in the dimly lit interior of what appears to be a shopping area, with the sign 'Brown Thomas' visible in the background. The scene is calm, with the deer's silhouette highlighted against the soft lighting. A man in a tuxedo stands holding a drink in a luxurious, dimly lit room. Behind him is a grand fireplace with lit candles and Christmas decorations. An ornate armchair and a table with a chessboard and decanter complete the elegant setting.

Chapter IV

The Stag

Chapter IV · The Stag

Quietly confident, truly sophisticated

With a calm presence and sophisticated sense of style, The Stag commands attention in every room. The Stag expects crisp tailoring, a sense of luxury and an elevated experience.

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The Stag Archetype

The Stag stops and looks around as he enters the store. From designer brands to luxury gifting, he takes his time and enjoys the experience. After all, he knows that sometimes the greatest gift of all is the chance to choose for yourself...