Last year I got a very exciting email through my freelance business, asking if I was free to stand in as social media manager for Hunter Wellingtons. It was a month-long contract and I jumped at the chance to work with such an iconic brand.
7 months later I eventually handed the account over to Hunter’s new in-house social media manager, just in time for their stunning debut at London Fashion Week. While I worked on the social media the brand went through a huge change, from purveyor of traditional countryside wellies to an all-encompassing lifestyle brand for those who want style as well as substance. When my invite for the show came through I was dying to see how this new vision would play out on the catwalk.
The venue was absolutely packed full – Anna Wintour and Stella McCartney sat taking selfies on the front row while Dynamo performed magic tricks for Jessie J and Katy B. Every single person working on the show was wearing wellies – the PRs and doorman wore them as they waded across the catwalk – an actual stream that ran through trees seemingly growing from the ground – to seat guests. It was a true spectacle and amazing to see.
The collection was just fantastic. Inspired by ‘expeditions into the final frontiers of the deep sea and outer space’, neon parkas, rubber raincoats and a range of wellies – from the classic tall boots to cute heeled versions – came stomping through the water. I loved the colour themes, which ranged from subtle purples to eye-searing yellows.
After the final walk, the models appeared behind the trees at the top of the catwalk and we watched in awe as magician Dynamo seemed to levitate among them, before the whole lot disappeared and playing cards fluttered down from the sky. An amazing experience and a brilliant introduction to a whole new chapter for Hunter.
All images taken with the Panasonic LumixGM1.