Mason Garments, a luxury footwear label founded by Rendi Aditia, has unveiled its Spring/Summer 2022 collection, which the brand showcased through a unique conceptual campaign dubbed 'Rain Dance.'
The new campaign aimed to promote positivity and self-enlightenment by depicting a series of individuals energetically dancing despite being drenched in rain. Aditia described the message inherent to the new collection and campaign as follows: “turn tragedy into triumph by moving to the waves of life.”
The collection itself serves to introduce an all-new sneaker silhouette dubbed the Bari. The new model features a multi-paneled upper made from nubuck and Italian leather. In addition, the sneaker features several athletic elements including a perforated toe-box, padded side panels, and built-in mesh lining.
The entire Mason Garments SS22 collection is now available on the label's website.
Image Credit: Mason Garments
What Makes This Trend Stand Out
- Rain Dance Sneaker Campaigns
- Creative and unique sneaker campaigns incorporating the element of rain to promote positivity and self-enlightenment.
- New Sneaker Silhouettes
- Introducing new sneaker silhouettes with multi-paneled uppers and athletic elements to disrupt the luxury footwear industry.
- Conceptual Campaigns
- Implementing imaginative and meaningful campaigns to connect with customers and promote brand messages in the fashion industry.
Sectors Adopting This
- Luxury Footwear
- Incorporate unique design elements and marketing strategies to differentiate oneself and gain a competitive advantage in the luxury footwear industry.
- Athletic Footwear
- Incorporate athletic elements into luxury footwear designs to appeal to a wider range of consumers, disrupting the traditional boundaries of the two industries.
- Fashion Retail
- Incorporate conceptual campaigns into fashion retail to evoke emotion in customers and create a more memorable shopping experience.
