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Back07/16/2025
Range Rover made a bold leap into luxury lifestyle with The London Collection, their first-ever capsule collection that translates automotive design language into wearable art. Fronted by British supermodel Adwoa Aboah, the campaign captures urban architectural energy through eight meticulously crafted pieces—from lightweight jackets to 100% silk twill scarves and wool-cashmere blankets.
The genius lies in the seamless translation of Range Rover's modernist design spirit into lifestyle products. Each piece, crafted by skilled artisans in the UK and Italy, features distinctive abstract prints and contemporary motifs that mirror the brand's elegant silhouette. By juxtaposing clean modernist lines with refined aesthetics inspired by mid-century design tones, Range Rover proves that automotive brands can authentically extend into lifestyle without losing their core identity.
Dr. Martens proved their marketing prowess with "How to Wear Your Docs This Summer," a campaign that boldly repositions boots as warm-weather essentials. Working with photographers like @missloujasmine, they showcased everything from the classic 1460 (dating back to 1960) to fresh April 2025 reissues, demonstrating how to style docs with summer wardrobes.
The genius lies in the counterintuitive approach—while competitors avoid promoting boots in summer, Dr. Martens embraces it, showing festival looks, urban street style, and unexpected seasonal pairings. It's cultural curation disguised as product marketing, reinforcing that docs aren't just footwear—they're year-round statements of rebellion and authenticity.
Burberry tapped into pure British nostalgia with their Festival capsule, celebrating the "creativity and optimism of the 1990s music scene" and the enduring legacy of UK festival culture. The campaign cleverly romanticizes the authentic festival experience—"tents, stages, sound systems and... mud"—positioning Burberry as both witness to and participant in Britain's defining cultural moments.
This represents a strategic shift for the luxury brand, trading polish for authenticity while maintaining their heritage positioning. By celebrating the grit and glamour of British festivals, Burberry connects with younger audiences who value experiential culture over traditional luxury markers, proving that even century-old brands can tap into countercultural movements without losing their prestige.
Timed to the WM Phoenix Open, Johnnie Walker and Devereux Golf released their most expansive capsule yet: the Keep Walking Collection. Inspired by nearly a century of Johnnie Walker's connection to golf, the line features polos, shorts, and accessories that merge Scottish tradition with modern golf culture.
With bold colors, reimagined tartan, and contemporary styling, the collection celebrates a new generation of golfers and whisky drinkers—making the sport more inclusive, stylish, and fun. The campaign demonstrates how heritage brands can honor their roots while embracing cultural evolution, turning traditional associations into contemporary lifestyle statements.
