London Fashion Week: Runway report 2

February 16, 2014 7:07 PM

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London Fashion Week: Runway report 2

Spritzing Anna Wintour and the front row with water is not something fashion brands usually aim to do at London Fashion Week. However, British wellington boot brand Hunter Original were aiming to make a literal and metaphorical splash as models stomped down a waterlogged catwalk, lit as if by moonlight and surrounded by silver birch trees. Although creative director Alasdhair Willis said the brand would not want to profit from the flooding, with swaths of the UK under water and politicians clad in wellies, it is certainly a timely moment for the company’s first catwalk show.

Established in 1856, Hunter is clearly striving to do a Burberry/Belstaff and expand as a heritage brand. In 2012, US private equity firm Searchlight Capital Partners took a controlling stake in Hunter Boots, with London-based brand management group Pentland owning the remaining 25 per cent, and Ala...

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