# Rain Dance Sneaker Campaigns Mason Garments Unveils SS22 Collection and 'Rain Dance' Campaign By Niko Pajkovic | Published 2022-04-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mason-garments References: [hypebeast](https://hypebeast.com/2022/4/mason-garments-ss22-sneaker-collection-release-info) & [masongarments](https://www.masongarments.com/) [Mason Garments](https://www.trendhunter.com/trends/loafer-in-ivy), a luxury footwear label founded by Rendi Aditia, has unveiled its Spring/Summer 2022 collection, which the brand showcased through a unique [conceptual campaign](https://www.trendhunter.com/trends/trailgrip-momint) 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](https://www.trendhunter.com/trends/spunge-osmosis) 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 ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 59% | Activity: 17% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### 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. ## Related on Trend Hunter - [Functional Rainproof-Style Sneakers](https://www.trendhunter.com/trends/rainproofstyle-sneakers.md) - [Dynamic Technical Seasonal Footwear](https://www.trendhunter.com/trends/suicoke-4.md) - [Story-Driven Sneaker Launches](https://www.trendhunter.com/trends/while-you-were-sleeping.md) - [Neutral Tonal Lifestyle Footwear](https://www.trendhunter.com/trends/9060-sneaker-colorway.md) - [Bold Collaborative Fashion Footwear](https://www.trendhunter.com/trends/sprinters-collection.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Minimal Chunky Running Shoes](https://www.trendhunter.com/trends/adidas-sneaker.md) - [Collaborative Heritage Footwear Series](https://www.trendhunter.com/trends/livello-rosso-collection.md) - [Footwear-Centric Interactive Campaigns](https://www.trendhunter.com/trends/trailgrip-momint.md)