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Isn’t London the best?

With our long-term partner in crime, Dune, we started with our home and theirs – London – as the central inspiration to launch the new collection over two seasons under the idea ‘My London’.

The city is inextricable from Dune’s distinguished heritage of over 25 years in the shoe industry and built into its brand identity. We needed to bring this London mood to each and every billboard, underground eye-catcher, and piece of organic media coverage.

We turned to a friend, inimitable actor and activist Gillian Anderson to bring to life some of London’s most recognizable locations. For the ‘My London’ campaign, our talented set design team built replicas of three picturesque London hotspots – Columbia Road Flower Market, Andrew’s Cafe, and the Pergola in under a week.

The following season featured a stripped-back studio approach shot in our Annroy space in North London.

Dune - Gillian Anderson
Dune - Gillian Anderson