Spotted in February

Alpha Card 25-02-2019


High street footwear and accessories retailer, Dune London, has launched its Spring/Summer 2019 collection with its “Clothes Are Overrated” campaign. 


Created by agency Mother, the three different versions of the ad aim to go back to basics and focus solely on the shoes. 


Each one plays on Dune’s heritage of footwear and accessories, portraying the products as the real “heroes” of fashion. 


A photographic celebration of the retailer’s new range, the campaign is a tongue-in-cheek perspective on the fashion world, seen through their very own lens.


It consists of a series of striking imagery that showcases the shoes and accessories, with the accompanying clothing “ripped” from the visual.


Shot by renowned photographer Lacey, the “Clothes Are Overrated” campaign will run in press, outdoor, digital and social. It will also be featured in Dune stores across Europe, the Middle East and Asia.   


Marketing and E-commerce Director, Rob Silsbury,said:“We’re a fashion brand. We love fashion. But we also want to have fun with it. At Dune London, we’re not afraid to state for the record that ‘clothes are overrated’ and shoes are the hero.”


Peter Robertson, Creative Director at Mother,added: “Working with Dune London we’ve been exposed to their culture. They have an innate sense of the current and emergent trends, starting with shoes and accessories. We used this as our inspiration, taking a genuinely tongue-in-cheek look at their world of fashion.”


“We want to remind people how great Dune London shoes and accessories are by turning heads with our communications and getting people to think shoes first." 


Currently, Dune boasts over 100 standalone stores and 200 concessions in 18 countries and an online business with customers in 140 countries. 


This is just one print campaign that Alpha Card spotted this February and wanted to share with you. Don’t forget to check back next month to hear our thoughts about another campaign.

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