Hunter wellingtons have long been the only rubber boots to be seen in for the seasoned festival-goer or countryside lover. The only other thing more ubiquitous than Hunters at a festival is the mud.
And now, with the release of its Spring Summer campaign ahead of the brand's London Fashion Week debut (yes, really), the reputation of the 160-year-old brand has just got cooler.
Entitled Another Wet Summer, the tongue-in-cheek campaign was shot in location at Montacute House, Somerset and Kiftsgate Manor, Gloucestershire and stars models Matthew Holt, Charlotte Wiggins, and stephine Hall. Oh, and a hose.
Stella McCartney's husband, Alasdhair Willis, was appointed creative director of the brand last year, and it looks like change is afoot at the heritage label. Alasdhair's first collection for Hunter will be unveiled during February's London Fashion Week, with the introduction of Hunter Original – a new arm of the brand which will showcase outerwear and knitwear as well as the classic welly.
Any preliminary doubts we had about a wellington boot label taking to the London Fashion Week catwalk have been assuaged now we've seen this beautiful campaign.
Even if it is another wet summer in Blighty, at least we'll all look great.
By Olivia Marks