In a post-pandemic world, raving felt like an emergence. The sentiment that fuelled the UK free party movement of the 90s can be collated to the frustration of today’s younger generation longing for a physical community, following a period of complete alienation and strict impositions. This propelled an impressive resurgence of rave culture in the UK, with collectives such as HOWL, cementing themselves as one of the hottest queer-led raves in London.
Urban Outfitters teams up with the LGBTQIA+ rave collective for their latest curated collection: Together, We Move, made for the new age club kids of a newfound UK rave subculture. The collection features raver statements pieces such as mini biker bags, metallics, fishnet gloves, and visor sunglasses.
The retailer conceptualised the campaign as a film directed by CAMP, a multidisciplinary production company for underrepresented voices in the industry led by Samuel Douek, who is also the founder of the HOWL collective. The video features a group of friends heading to a HOWL event and filming their hedonistic adventure at 180 bpm. “In the wake of lockdown, these spaces of connection are more important than ever”, Samuel explains. “This campaign was a chance to celebrate the wonderful HOWL community by curating a free rave for anyone and everyone to enjoy.”
To mark the launch, the Together, We Move film will be landing across multiple platforms from 1st November 2022 including – Youtube, Instagram, and TikTok.
Have a look at UO and HOWL’s firestartercollab here… urbanoutfitters.com