British fashion and lifestyle brand White Stuff launches its Autumn brand campaign, ‘What on Earth’, featuring female morris dancing group Boss Morris.
Inspired by the earthy tones and natural, sustainable fabrics of White Stuff’s Autumn collection, the campaign evokes folk culture and invites customers to reconnect with the great outdoors. From following ley-lines in laid-back layering to exploring the outdoors in chunky knits, the campaign sets White Stuff’s Autumn collection amid the backdrop of England’s ancient landscapes, shot at the world’s largest prehistoric stone circle in Avebury.
Featuring across out-of-home advertising, print advertising, Youtube, social media and White Stuff stores, the campaign aims to embody the independent spirit of the brand’s growing customer base, while spotlighting the collection’s sustainable fabrics, such as organic cotton, Fairtrade sourced cotton and responsibly sourced wool.
Representing the creative and environmentally minded ethos of the new collection, female folk dancing group Boss Morris were chosen to front the campaign.
As part of the brand’s commitment to represent customers throughout its marketing, ‘What on Earth’ is also the latest campaign from the brand to feature a White Stuff customer. 71-year-old Wendy from Suffolk features alongside Boss Morris and regular models in the Autumn campaign, after applying to model for the brand through an open casting call on White Stuff’s social channels.
‘What on Earth’ is the latest campaign in White Stuff’s brand transformation, as it increases media spend to reach new customers and support its growth as a modern, multichannel lifestyle brand for independent spirits with individual style.
Julia Monro, brand director for White Stuff, commented: “Our latest campaign showcases the progress we’ve made in transforming White Stuff into a modern lifestyle brand, and is supported by an increased investment in brand awareness media to continue reaching and engaging new customers. We’re excited to have Boss Morris featuring in our campaign as they perfectly embody the ethos of White Stuff and our customers – creative spirits who want to express themselves and don’t mind going against the grain. We hope our Autumn collection will be a hit among current customers as well as attracting new fans to the brand.”
The creative concept for the campaign was devised by White Stuff’s in-house Brand team with photography by award-winning photographer David Titlow. Loona Riia at Teepee Films shot the campaign video.
White Stuff’s Autumn collection is available to shop in stores and online now.
White Stuff currently operates 123 shops and 54 concessions across the UK and serves over 1.3 million customers a year through its stores and website whitestuff.com.
