Clarks Autumn Winter 2020 Campaign Links the Brand’s Past, Present and Future

In the latest campaign, Clarks celebrates local creative changemakers who unite history with vision.
For almost 200 years, Clarks has championed “big picture and outside of the box” thinking. First introduced by Nathan Clark in 1950, the brand’s iconic Desert Boot has become a sartorial touchstone for trailblazers across creative disciplines and all over the world.

This Autumn, Clarks latest campaign — “THEN. NOW. ALWAYS.”— celebrates the Desert Boot’s enduring international and cross-generational appeal, which brought together simple design and craftsmanship to create an instant classic. The campaign combines past and present with a cast of maverick creatives whose tenacity and community-centric ethos embody both the brand’s rich history and its future path.

The AW20 campaign, creative direction led by Mauro Simionato, travels back to Clarks birthplace in 1825: the countryside of Somerset, England, with a modern take on its long history. Heritage meets contemporary values in the campaign, which features a coming together of twelve like minded artists including Kindness (Grammy winning producer, musician and DJ), Miink (London-based songwriter, producer and director) and Charlotte Patmore (photographer). Each of the twelve creative leaders were chosen for their distinct personal style, which is celebrated in the campaign’s imagery. See below for full list.

In the midst of challenging and uncertain times, people all over the world are turning to more sustainable and compassionate ways of life, values that Clarks has consistently embodied in both the construction of their products and their brand ethos.

“Simplicity is at the root of many brilliant ideas and the Desert Boot is no exception. In the age of sustainability, we’ve seen a shift away from fast fashion and an attraction to quality and authenticity,” explains Giorgio Presca, Clarks Chief Executive Officer. “The Clarks Desert Boot answers this call.”

Paying homage to the past, thriving in the present, but with its sights set firmly to the future, Clarks steadfastly embodies its age-old values. Then. Now. Always.

The “THEN. NOW. ALWAYS.” campaign, photographed & filmed by Udoma Janssen and styled by Agata Belcen is out globally across multiple media touchpoints, featuring styles available on Clarks global e-commerce sites and in multi-brand retailers.

Clarks is delighted to announce the Launch this month of its Ecommerce website in the UAE. For the first time, residents will be will able to browse and Purchase their Clarks footwear online, shipping will be free for orders above AED299. A Full collection, showcasing the latest styles, an easy to use format and deliveries to reach within 2-3 days, this new platform is all set to open exciting Horizons for the Brand in this region. Further GCC roll-out in Kuwait and Bahrain are planned. 

About Clarks: Clarks, based in Somerset, England, has been at the forefront of innovative shoemaking since its foundation in 1825, when brothers James and Cyrus Clark made a slipper from sheepskin off-cuts. At the time it was ground-breaking: a combination of invention and craftsmanship that has remained at the heart of what the brand does now. In the Clarks archive of more than 22,000 pairs are shoes that have sparked revolutions and defined generations. From the original Clarks Desert Boot, first designed by Nathan Clark and launched in 1950, to the iconic Wallabee, each design has an instantly recognisable signature that make it unmistakably Clarks.

Full Cast List: Michelle Helena Janssen (one half of Udoma Janssen) Photographer, Kindness Singer/Songwriter, musician and director Sage Nation
Contemporary designer Danny Nedelko Frontman of band Heavy Lungs Goya Gumbani Rapper and songwriter Miink Artist and producer
Favour Jonathan Multidisciplinary artist Manu Pillai Art director and designer KEYAH/BLU Musical Artist Charlotte Patmore Photographer Victoria Textile Designer Gaika Artist and Editor.