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Dr. Martens A/W-12 Campaign: Individual Style, United Spirit

Throughout the brand’s history, Dr. Martens has been used as a tribal emblem by successive subcultures, decade after decade each twisting and subverting the boot and shoes to meet their own individual identity.

But tribes are not just based solely on style, but also by substance - a shared attitude, a spirit, an instinct. For many, their pair of Dr. Martens is both a statement of self expression and a stamp of belonging. An individual style connected by a united spirit. Extending Dr. Martens #FIRSTANDFOREVER sentiment from A/W11 and S/S12, the A/W12 campaign direction develops the brand’s connection to ‘tribe’.

Shot again by Gavin Watson, the A/W12 campaign features a punchier cast of characters; with long-standing Dr. Martens fan Alice Dellal at the helm. Also featuring young upstarts Billie Turnbull and Henry Pedro-Wright alongside British musician Gwilym Gold.

The campaign follows a gang of friends through a night in London, followed by the inevitable morning after. Shot in Hackney Wick, A/W12 moves into a more urban British landscape.

Alongside the shots, a series of films follow each individual character, with each film touching on aspects of friendship and bonds from loyalty and trust. In addition, a longer group film will relay the story of the night and give an overview on the theme of ‘belonging’ bringing the campaign to life in the digital space, to allow the consumer the platform to create their own personal portrait, which reflects both their individual style.