Dune London Lets Fashion-Lovers Know That Clothes Are Overrated

Today, Dune London is launching its Spring Summer 2019 campaign since appointing Mother as agency of record. The campaign focuses on Dune London’s heritage of shoes and accessories, making them the hero.

Entitled Clothes Are Overrated, the campaign will roll out in press, outdoor, social and digital, and in Dune London stores across markets in Europe, the Middle East and Asia. The campaign is a photographic celebration of the range and a tongue-in-cheek perspective on the world, seen through Dune London’s lens. Shot by Lacey, the renowned fashion photographer, the campaign uses a series of striking images that showcase the shoes and accessories, with the accompanying clothing apparently ripped from the visual.

Rob Silsbury of Dune London commented: “We’re a fashion brand. We love fashion. But we also want to have fun with it. At Dune London, we’re not afraid to state for the record that ‘clothes are overrated’ and shoes are the hero.”

Peter Robertson, creative director at Mother added: “Working with Dune London we’ve been exposed to their culture. They have an innate sense of the current and emergent trends, starting with shoes and accessories. We used this as our inspiration, taking a genuinely tongue-in-cheek look at their world of fashion.”