White Stuff heads outdoors for a fall campaign inspired by folk music | kbnmart

British fashion and lifestyle brand White Stuff has launched an interesting ad campaign for fall… and it features an all-female Morris dancing troupe.

The What on Earth campaign taps into popular culture while inviting fans to reconnect with the beautiful nature.

While the Boss Morris dance group takes centre stage in the campaign, the outdoor-inspired clothing in the collection is all about combining earthy tones with sustainable, natural fabrics. To highlight the theme, the campaign was also shot at the world’s largest prehistoric stone circle in Avebury.

The group follows meridians (roads that connect important historical sites) and explores the outdoors, which means layering on comfortable clothing and thick jackets for the season.

She pointed out that the most important thing that distinguishes this brand is the embodiment of the independent spirit enjoyed by the brand’s growing customer base.

Designed by White Stuff’s in-house brand team with photography by David Titlow, the campaign appears in outdoor advertising, print advertising, YouTube, social media and in 123 White Stuff stores and 54 concessions.

“Our latest campaign highlights the progress we have made in transforming White Stuff into a lifestyle brand, supported by increased investment in brand awareness media to continue to reach and engage with new customers,” said Julia Munro, White Stuff Brand Director.

She added that Boss Morris “perfectly embodies the spirit of White Stove and our customers – creative souls who want to express themselves and don’t mind going against the grain.”