Hunter might be the new kid on the block this London Fashion Week season, but its show and accompanying social media coverage was as slick as the best of them.
The famous wellington boot brand introduced its new Hunter Original line with models parading along a catwalk covered in water. Under the creative direction of Stella McCartney’s husband Alasdhair Willis, this was a stylish line of practical outerwear, not to mention numerous new footwear pieces, fit for the current UK weather.
But for those watching online, it was the Instagram video posts that particularly stood out. In a sea of thousands of #LFW tagged images, not to mention endless blurry runway Insta-videos, Hunter took to the platform with a series of high quality, pre-produced clips.
Created as part of the wider #beahunteroriginal social media campaign, each one was designed to “capture the inspiration behind the collection and allow a deeper insight into what is being seen on the runway”. What that actually meant was quite abstract, creative work.
Overlaid copy set the theme – “If you’re born a pioneer”, “Forged by the desire to discover” or “Take the path that others dare not take”, from one to the next. Graphics spliced in then showed a section of a boot, a close-up on a fabric or an original sketch, as well as a series of autumnal outdoor scenes nodding to the heritage of the brand.
Willis said: “Born out of a passion to innovate, a pioneering spirit has always been at the heart of the brand. This spirit is key as the future vision for Hunter is developed and the reason for leveraging Instagram in this way. We are delivering a unique experience for the Instagram community, in real time, providing a deeper insight into the story of the collection and the world of Hunter Original.”
Hunter referred to the Instagram move as its LFW “second screen experience”. See each of the posts below…