HUNTER 170/70双周年大秀

HUNTER 170/70双周年大秀

2026年09月22日

上海 余耀德美术馆

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项目现场

英伦经典户外品牌 HUNTER 举办「170/70 双周年大秀」，以「重返高地」为主题，同步纪念品牌创立 170 周年与经典高筒雨靴诞生 70 周年，是品牌发展史上极具里程碑意义的线下时装项目。起源于苏格兰的 HUNTER 凭借专业雨靴工艺享誉百年，曾作为皇室御用雨具，逐步从功能性户外装备转型为兼具复古格调的潮流符号。

本次大秀借双周年节点，打通品牌历史遗产与当代户外时装表达，完成百年经典与新生代审美之间的对话，承载品牌文化溯源、产品矩阵升级以及年轻化破圈的多重价值。在空间造型与现场制作层面，秀场完整复刻苏格兰高地自然地貌，搭建苔原山野实景场景，搭配人工雨幕装置，构建虚实交织的沉浸式高地环境，将旷野自然氛围搬进秀场。场景制作兼顾自然原生质感与时装秀的舞台表现力，通过场景动线串联品牌百年制靴发展史与 2026 秋冬新品叙事，让空间本身成为品牌故事的载体，把高地旷野意象转化为可观看、可沉浸的秀场叙事。

活动期内容丰富，大秀完整发布品牌全新秋冬鞋服产品矩阵，除标志性彩色高筒雨靴之外，延伸风衣、户外外套与各类配饰全品类单品，融合硬核机能工艺与英伦复古美学。品牌大使宋祖儿等明星嘉宾到场观秀，模特在高地场景中完成走秀表演；配套设立品牌典藏展区，陈列历代古董雨靴藏品，完整梳理品牌从皇室御用雨具演变为潮流单品的发展脉络，传递 “风雨亦可自在探索” 的品牌精神。

从传播营销逻辑来看，沉浸式高地秀场、明星到场、古董藏品展共同构成高话题度的视觉内容，吸引时尚媒体、KOL 产出内容并在社交平台扩散。这场时装秀不再局限于新品发布，而是依托双周年文化资产，强化品牌户外基因与复古美学标签，借助现场极具冲击力的场景大片激发圈层传播，实现品牌文化传递、新品曝光、高端时尚圈层种草与大众社交声量增长的完整营销闭环。

British classic outdoor brand HUNTER presents the “170/70 Dual Anniversary Fashion Show” themed “Return to the Highlands”, celebrating the brand’s 170th anniversary and the 70th birthday of its iconic tall rain boot. As a milestone offline fashion event, the campaign traces back to HUNTER’s century-long heritage rooted in Scotland. Originally renowned for professional boot craftsmanship and serving as royal rain gear, the brand has gradually evolved from functional outdoor equipment into a vintage-inspired fashion icon.

Taking the dual anniversary as a key opportunity, this fashion show connects the brand’s historical legacy with contemporary outdoor fashion expression, facilitating dialogue between century-old classics and young audiences, and delivering multiple values including brand cultural retrospection, product portfolio upgrading and youth-oriented market expansion. In terms of spatial styling and on-site production, the runway faithfully reproduces the natural landforms of the Scottish Highlands. Immersive tundra and mountain landscapes are constructed with artificial rain curtain installations to build a blended virtual-and-real highland environment. Meticulously crafted, the scene balances primitive wilderness texture and theatrical expression for fashion shows. The spatial narrative flows through the 170-year boot-making history and the new 2026 autumn/winter collection, turning the imagery of highland wilderness into an immersive storytelling medium.

During the event, the runway fully unveils HUNTER’s new footwear and apparel lineup. Beyond the signature colourful tall rain boots, the brand expands its offering to trench coats, outdoor jackets and accessories, combining robust functional craftsmanship with British vintage aesthetics. Celebrity guests including brand ambassador Song Zuer attended the show, while models walked through the simulated highland scenery. A supplementary heritage exhibition displays antique rain boots from different eras, reviewing the brand’s transformation from royal rain gear to fashion staple and conveying the brand spirit of exploring freely despite wind and rain.

From the perspective of communication and marketing, the immersive highland set design, celebrity attendance and antique collection exhibition generate highly shareable visual materials, motivating fashion media and KOLs to distribute content across social platforms. More than a new product launch, the fashion show leverages dual anniversary cultural assets to reinforce HUNTER’s outdoor identity and vintage aesthetic. Striking scene visuals trigger viral communication within fashion circles, forming a complete marketing loop covering brand culture delivery, new product exposure, high-end fashion community influence and social media popularity growth.

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