Hunter makes LFW debut

Heritage footwear label Hunter made its London Fashion Week debut for its lifestyle brand, Hunter Original, which is set to be the “heart of the Hunter brand” as part of the label’s plans to offer outerwear, knitwear, accessories, as well as footwear such as the iconic ‘Original’ boot.

The move marks the first collection under the creative direction of Alasdhair Willis, who joined the British label last February, to focus on expanding the footwear business, while building on the exciting opportunities in other categories to make it into a lifestyle brand.

The brand

attracted editors including Anna Wintour, as well as Willis’ designer wife Stella McCartney, to see models splash down a tree-lined river for its first ready-to-wear collection. The line focused on technical and rubberised outerwear including wet-weather ponchos, high-heeled wellington boots, as well as quilted puffa jackets, belted short macs, and chunky knits for both men and women.

Hunter showcases new lifestyle brand Hunter Original

The show was also streamed live as well as showcased to the Instagram community, in real time, with a second screen experience that featured exclusive film clips that capture the inspiration behind the collection to offer a deeper insight into what was being shown on the catwalk, as part of the brands #BeAHunterOriginal social media campaign.

Commenting on the debut and its Instagram campaign, Willis said: “The launch of Hunter Original with a show at London Fashion Week is a major milestone in the brand’s story. 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's show on the LFW calendar marks a first for the 150-year British brand, and is part of the labels expansion following substantial investment from American private equity firm Searchlight in 2011.

Images: Hunter Original AW14