Shoe company Dune London claims “Clothes are overrated”

It’s a simple strategy — make your product the hero — but it’s well executed in Mother’s first campaign for Dune London.

The pictures are taken by well-known fashion photographer, Lacey, who has also worked with upmarket brands like Louis Vuitton, Gucci and Coach, as well as on high street retailer River Island’s recent “100% gender free” campaign.

Peter Robertson, creative director at Mother, said: “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.”

The ads will run in press, outdoor, social, digital, and in-store across Europe, the Middle East and Asia.

Dune is now a substantial business with over 100 standalone stores and numerous concessions in 18 countries and an online business with customers in 140 countries.

MAA creative scale: 7

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.