“We all know that to some extent everything that’s designed or that happens, is an interpretation of what exists already or what has happened before,” observes Jason Beckley, Clarks’ CBO, of the state of fashion and culture today. Clarks Originals’ response? To put those women who’ve played a part in shaping contemporary culture as we know it today front and centre in a new campaign.
Boasting an iconic line-up of women from, predominantly but not exclusively, the music scene of the 80s and 90s, Skunk Ananasie’s Skin features alongside Soul II Soul’s Caroline Wheeler, Sister Bliss of Faithless and Siobhan Fahey of Bananarama, while the ballerina and choreographer Dame Gillian Lynne and stylist Sherry Lamden are likewise present in “Mother, We Feel Your Influence”, which drops today.
“I chose to shoot these iconic women because I still think it’s important that we don’t forget to ask ‘the grown ups’ how they did things,” explains Beckley, “to inspire our own creative process, to feel their influence and to push the boundaries of design. After all, these are the true ‘Originals’.”
Shot by Paul Wetherall and styled by Lamden, the series presents a bold visual offering, not least because, with a lack of footwear for the most part, it allows the message to be bigger than the product, thus underlining the significance.
“You have to know the rules before you can break them,” concludes Jason, with a nod to the pairing of game-changing women and a brand that continues to lead.