​Hunter turns to festival goers for new campaign & initiative

By

Barbara Santamaria

Published
Mar 24, 2016

Festival fashion has always been in Hunter Boot’s core culture thanks to its wellies, the perfect footwear for rainy events. Building on this iconic connection, the brand is releasing its latest Spring/Summer 2016 campaign, shot by acclaimed photographer Elaine Constantine.

The ad campaign follows a young band on their journey through a dreamlike festival setting, from a helipad drop-off, to an energetic headline performance and a triumphant exit. Additionally, the shots were layered over surrealist animations by celebrated illustrator Will Sweeney.

The campaign forms part of Hunter’s new strategy, which included the announcement last December that the brand would stop hosting a show on the London Fashion Week schedule to concentrate on consumer-facing initiatives.

For 2016, the label plans to explore and amplify its connection to music festivals with a number of initiatives. As well as the Spring/Summer 2016 campaign, the brand will be launching a dedicated digital festival hub later this month and a film in early April.

“Our search insights have revealed how demand [for Hunter festival product] starts in April and grows massively from June, all the way through to September… what these insights have told us is that we need to have a sustained [festival] narrative from April right through to September, an ‘always-on’ festival conversation which will enable us to have a much closer relationship with our customer…” explained the company’s Creative Director, Alasdhair Willis, at the Festival Summit in London.

Additionally, Hunter will open travelling pop-ups in some of the world’s biggest musical fests and run its annual festival guerrilla activities.