For the spring/summer 2015 show, which took place on the site of an original swimming pool in central London, Hunter collaborated with visual artist Mat Maitland to create a film that captured this spirit of the unexpected. Acting as a backdrop and extending the narrative of the collection, the film played out on giant LED screens in the centre of the show space.
The film brought the collection into its surroundings, immersing the audience into both a traditional and surreal underwater world in celebration of the infamous British summer. Mat Maitland on the collaboration and video explained, ‘Using the visual language of the English summer and its iconography, this new collaboration with Hunter for London Fashion Week breaks free from traditional experiences and tells a bigger, wilder and sometimes dark story.’
Under the creative direction of Alasdhair Willis, the collection explored contradictions born out of a quintessential British sense of eccentricity and the quest to innovate. This theme was expressed with the season’s key print – the Dazzle. Inspired by the innovative paintings used to camouflage British military ships in the early 20th century, the dazzle design featured across the collection on footwear styles, outerwear and accessories, amongst showerproof pieces in earthy colours of sage and khaki.
In a continued commitment to innovation, Hunter partnered with the London-based start-up Grabyo to evolve the live stream, delivering real-time highlights during the course of the show. These were geo-targeted to deliver unique, relevant content and looks to different key markets via Twitter @HunterBoots, while capturing action as the show happened.