New Clarks campaign is ‘love letter to the rave’

Footwear brand Clarks is very active on the marketing front at present and has launched its all-new campaign for summer together with a new collection in support.

Called ‘Sunset: A Clarks In Manchester Film’, it’s being dubbed as “A Love Letter to the Rave”, celebrating the legacy of the underground Manchester rave scene of three decades ago. 

Shot by director Glenn Kitson, it refers to the film as “a fitting tribute to the era” that embraced underground raves and super clubs like the Hacienda “[that] inspired a worldwide dance movement”.

And of course, Clarks had a foothold in the movement as its shoes “were often the footwear of choice for this free-thinking generation”.

The new collection features its star Wallabee shoe “once again [shining] in the strobe light, landing in three vivid designs, each dedicated to individuality and freedom”.

Kitson said: “The [Wallabee] brand has genuine authenticity in so many communities and cultures, and for this project we wanted to explore rave culture, especially up north. It was important to join the dots between the past and the present and to show how echoes of the past are just as relevant with the youth of today.”

And for this Easter, Clarks is also teaming up with the Museum of Youth Culture to showcase some of its archive photography at the Clarks Originals store in Manchester. 

Across 27 March-1 April, visitors can not only view the presentation and campaign, they’re also invited to bring their own artefacts for scanning to further contribute to the archives.