In collaboration with visual artist Mat Maitland, the Hunter Original campaign is a nostalgic and surrealist trip to the iconic British seaside.

Hyper bizarre and pleasurably playful, the film is bright and excessively fun. Models are superimposed on top of artificial seaside scenes, ice cream cones and fun fair gold fish mix swimmingly to create this surreal world. Mat Maitland is an English art director and king of the collage, the campaign follows on from the first time Hunter and Maitland collaborated for their SS15 show, in which a huge digital installation played an eclectic animation based on the seaside. Think Bedknobs and Broomsticks, a magical underwater journey with outdoor wear. Key pieces from the SS15 collection are featured from the iconic Hunter Boots, Hunter Slides, ponchos and translucent rain coats. A cast of new faces skip merrily through Alice in Wonderland-esque weirdness, with oversized graphic ponchos, bright red visors and see-through wellingtons. The Hunter Original models could be the most fashionable Duke of Edinburgh crew going, after exploring Maitland’s wonder world they are ready for anything.

Words: Elli Weir