The new Merrell 1TRL SS23 Campaign is Titled ‘My Trail’ and features the work of photographer and collage artist Elena Cremona. The visually bold campaign highlights the quality and performance of Merrell 1TRL footwear while also aiming to inspire outdoor enthusiasts.
It does so by spotlighting the collection through three subjects: a dancer, a rock climber and a calisthenics performer. The collection's key offerings are shoes, aqua shoes and sandals, with each style fusing comfort and performance with self-expression and effortlessly cool styling
The My Trail collage campaign is described as "an insightful visual diary showing the unique experiences of those who blur the lines between urban nature and rural paradise" and speaks to the growing popularity of functional outdoor gear among high fashion enthusiasts who are keen on pairing high-end and outdoorsy wardrobe staples.
Collage Art Footwear Campaigns
The Merrell 1TRL SS23 Campaign is Titled ‘My Trail’
Trend Themes
1. Collage Art Campaigns - Artistic campaigns that utilize photo collages to showcase product features and inspire a sense of adventure and self-expression.
2. Functional Fashion - Growing demand for functional and stylish outdoor gear among fashion enthusiasts creates opportunities for brands to innovate and offer products that blend performance and aesthetics.
3. Blending Urban and Natural - Campaigns that showcase individuals who blur the lines between urban and natural landscapes create an opportunity to appeal to consumers who value both the convenience of urban living and the beauty of natural environments.
Industry Implications
1. Footwear - Footwear brands can capitalize on the demand for fashionable and functional shoes that can be worn in both urban and outdoor environments.
2. Outdoor Gear - Brands that offer outdoor gear that blends style and performance can appeal to fashion-conscious consumers who value self-expression and individuality.
3. Photography and Art - Brands can collaborate with photographers and artists to create visually striking campaigns that tell a story and inspire a sense of adventure and self-expression among their target audience.