Dune links with Gillian Anderson again for "timeless" campaign

By

Sandra Halliday

Published
Sep 29, 2020

Dune London has reunited with brand ambassador Gillian Anderson for its autumn/winter 2020 campaign that was shot by photographer Rankin at his London studio.

The focus is on “timeless styles” and “rich materials” such as soft Brazilian leather with “trend-led trims and heritage design”.

Footwear generally has struggled due to the lockdown and its after-effects as consumers didn't feel the need to buy shoes when they weren't going out. So it’s significant that the overall theme of the campaign is “less about where you wear them and more about how you wear them”, the company said.

Dune is focusing on knee-high and ankle boots in classic colours, although there’s also a court shoe with a pearl trim that's clearly geared towards special occasion dressing for the forthcoming party season (if that happens).

The retailer named the X-Files star as it's brand ambassador in early March, as the pandemic was starting to have an effect in the UK but several weeks before the lockdown actually began. The first campaign was also shot by Rankin and had a London theme, linked to the brand’s roots as a store founded in London. 

The change of theme this season clearly reflects the changed outlook of consumers who now view fashion in a completely different way than they did just a season ago.