Creative director Alasdhair Willis takes us upstream for his London presentationRead more
Hunter Original creative director Alasdhair Willis continued to move mountains for the house’s latest show venue that saw a trio of man-made waterfalls flowing right through his A/W presentation.
The industrial irrigation system and 31-metre pool took four and a half days to assemble within London’s Albert Embankment Warehouse. Built from steel, the brand once again worked with production company Gainsbury & Whiting on the pump-action water world. But unlike previous seasons, there was no time for splashing around. ’The starting point for the show installation was to engage and ignite the senses on a very basic, almost primitive level,’ explains Willis. ’I wanted to evoke the dramatic waterfalls of the Scottish glens - the birthplace of the Hunter brand.’
His clothes may have been inspired by a pioneering romp through the Scottish Highlands, but the set spoke of the urban industrial spaces that have also impeded those glens. ’The executional aesthetic of the idea was intentionally industrial, almost brutal,’ he continues, ’through its use of scaffold and sheet metal - reflecting the more recent urban spirit of the brand.’ Indeed, the house’s London flagship store is a melange of rural architecture structures. ’The result was the collision of these two extreme environments, which took the audience on a theatrical journey from the city up to the wilds of the Highlands.’