Clothes label Uskees has given its Spring/Summer time assortment a joyful twist this yr, partnering with native charity Canines 4 Rescue to showcase not simply its clothes however a cohort of four-legged fashions who’re all in want of a loving house.
The playful marketing campaign, titled Finest in Present, reframes the normal trend photoshoot as a celebration of second possibilities, pairing adoptable canines with Uskees’ signature workwear-inspired designs.
Based on Uskees model lead Wayne Fearnley, the spark for the collaboration wasn’t a lot a lightning bolt as a slow-burning concept that had been ready for its second. “I’ve identified Emma, who runs the rescue, for over 10 years now,” Wayne explains. “For years, I’ve watched the work that Emma and the group have been doing, what they have been constructing over the past decade, and I’ve at all times wished to chip in in some way.”
That non-public connection impressed Wayne to discover a option to merge the model’s ethos, stitched into every garment with the phrases For a wealthy and fulfilling life, along with his admiration for the rescue.
“As we have been constructing out eventualities and personas for this marketing campaign, our pets are a really robust extension of who we’re,” Wayne says. “So to pair rescue canines with seems meant, we may use our platform to advertise these canines in want and spotlight the good work of native heroes.”
Relatively than merely photographing canines alongside fashions, Uskees reimagined the idea by way of a playful nod to Crufts, the UK’s most well-known canine present. Led by James, the model’s communications and technique lead, the group grouped the canines and fashions into tongue-in-cheek classes impressed by the competitors, making a framework to showcase each fashion and canine character.
“With Finest in Present as the first marketing campaign message, each canine is widely known – in an Uskees canine present, there are not any losers,” Wayne says.
The result’s a set of photographs that really feel true to Uskees’ stripped-back, genuine aesthetic whereas giving centre stage to the rescue canines. Shot towards a easy, hand-painted backdrop created by Hollins, the marketing campaign balances Uskees’ acquainted design language with heartfelt storytelling.
“There is no fancy digital camera trickery or over-the-top graphics,” Wayne says. “This stripped-back method means the canines, and the connection between them and the folks, at all times keep on the coronary heart of the picture.”
Past its visible allure, the marketing campaign sheds mild on every canine’s particular person story. Wayne believes that, very similar to product tales or human tales, these narratives matter if you would like folks to care.
“With the objective of discovering these canines properties and the help they want, it wasn’t sufficient to indicate footage of canines,” he says. “We wished to focus on what makes every canine particular: their distinctive traits and quirks.”
Rescue canines typically come from tough backgrounds, but the marketing campaign celebrates their resilience, optimism and character. “They’ve a lot to supply,” Wayne provides, “all of which deserves to be celebrated.”
Working with canines on set introduced its personal surprises. “I ready myself for the sudden and for cleansing plenty of poo off the backdrop,” Wayne jokes, “however amazingly, it went extremely easy, which is a testomony to the work of Emma and her group.” Among the many sudden stars was Marly, a extra reserved canine who blossomed underneath the studio lights and posed like knowledgeable.
Finest in Present additionally carries a quiet ambition to problem public perceptions of rescue canines, significantly these perceived as more difficult to rehome. Wayne hopes the marketing campaign will present that “yow will discover a canine to match your vibe, no matter that vibe is – if it is peak treks or quick walks, social butterflies or homebodies, there’s an ideal rescue canine for you, they’re simply ready.”
The partnership with Canines 4 Rescue ties seamlessly into Uskees’ wider model values round group and sustainability. “What offers us fulfilment as a group is working with nice folks, particularly these from our house metropolis,” Wayne explains. “Whether or not they’re in artwork, design or group work, having the ability to use our platform to attach and help them, that is what it is all about.”
In some ways, the marketing campaign embodies Uskees’ ethos of enabling a wealthy and fulfilling life, not only for its prospects however for animals as effectively. Wayne says: “For our wearers, their garments aren’t what’s most vital to them; it is the life they reside in them… and what’s a life with out canines, proper?”
Early indicators of influence are nonetheless rising, because the marketing campaign has solely simply been launched, however Wayne stays hopeful. “If we get one canine a house, it is all been value it,” he says. “However we’re aiming to get all of those canines and the opposite canines that are not within the marketing campaign properties and help.”
Trying forward, Uskees is already occupied with how one can construct on this partnership. Wayne is eager to discover future inventive initiatives that help rescue causes.
“I like the concept of utilizing the product because the car,” he says, “that means folks can get one thing actually nice that may final and assist out one thing actually worthy. That is a candy spot.”
Whereas model campaigns can typically really feel disconnected from actual lives, Finest in Present stands out as a feel-good reminder of what design, storytelling and group can do. And if it brings just a few extra wagging tails into joyful properties, that is a win for everybody.
