BARBOUR BY ALEXA CHUNG: FASHION TO REALLY LIVE IN, AND LIVE A LIFE IN
Barbour asked us to develop the campaign creative direction and narrative to celebrate the seventh and final release of the Barbour by ALEXACHUNG collection.
Our idea was simple, to transport Creative Director, Alexa Chung to where it all began, to a rugged and tranquil section of coastline in South Shields (Barbour's heartland for over 125 years), known as Marsden Rock.
The location for the film draws on Alexa’s inspiration for her collaborations over the years and the sense of freedom that being by the sea evokes for her.
Alexa summarises their shared values on design and sustainability poignantly, expressing "there’s no point in buying clothes you can’t really live in, and live a life in.” This philosophy transcends her designs for Barbour and are highlighted in this collection through her use of Barbour's iconic waxed cotton, quilted fabrics and faux fur which are punctuated by her beautiful, exclusive, new tartan.