Posted on by Cameron Tewson



Hunter has launched a new seasonless collection: CORE Concept. Sitting under the Hunter Original umbrella, the collection celebrates the brand’s relationship with rain – something that is fundamental to the Hunter identity and spirit. Designed on the principles of protection, CORE Concept highlights the very essence of the brand through the creation of a range of weatherproof product and existing icons, in a rich, kaleidoscopic colour palette.

The core collection has been brought to life by a global campaign entitled #RainStartsPlay which challenges the standard connotations of rain in Hunter’s typically whimsical style. Under the Creative Direction of Alasdhair Willis and shot by Elaine Constantine and styled by British Vogue’s Fashion Editor, Verity Parker. The bold campaign injects a spirited spin on grey skies and showers as the cast of models spring to life as rain begins to fall.

#RainStartsPlay sees Hunter’s first foray into OOH (out of home) advertising with the brand taking strategic static and digital sites in key locations close to their flagship stores in London and Tokyo, and their concept store in Taipei. These include the Piccadilly Curve at Piccadilly Circus as well as the full façade of the iconic Sony building in Tokyo. The stores themselves, complete with new CORE fixtures, will become weather reactive, surprising customers at random whenever it begins to rain.


In London, Hunter will be taking over Piccadilly Circus Underground (all images in this post are of Piccadilly Circus, taken by Hunter) with a dedicated CORE Concept pop-up in the station concourse. A programme of special promotions, prizes and guerrilla street activity will be turned on whenever rain is forecast. Similarly, in Hunter’s flagship in Tokyo, a giant Gatcha Gatcha machine will be installed in store, offering CORE customers the opportunity to further engage with the #RainStartsPlay brand experience.


CORE Concept pop-ups will be launching at some of Hunter’s key wholesale partners including La Rinascente Milan and Hinka Rinka Tokyo. New permanent space in Boots & Shoes, Munich and Cologne and Mitsukoshi A4 Shin in Taipei will also be launching. In addition to this, Hunter pop-ups will be found at both Facebook and Twitter offering key pieces for a limited time only.


True to Hunter’s pioneering nature, an innovative digital campaign began on 11th October to support CORE and bring #RainStartsPlay to life. Weather-reactive Instagram stories will be launched daily by one of Hunter’s much-loved mascots, and a Twitter ‘weather room’ will see users who engage in weather conversations on the platform, become their very own part of this dynamic Hunter campaign.

Hunter’s Creative Director, Alasdhair Willis commented:

“Hunter has a passion for embracing the elements and having fun with wet weather. It’s this essential part of our DNA that we’re celebrating with CORE Concept. The collection takes the British obsession with weather and turns it on its head: how can Hunter put a smile on your face, even on the rainiest of days? Rain Starts Play was the starting point for the collection and allowed us to be innovative and fun with our campaign – it really encapsulates the irreverent, pioneering spirit of Hunter which is so integral to this 160-year-old progressive heritage brand.”



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