アンダーグラウンドのインスタグラム(resul80k2) - 10月20日 21時25分

#Underground - #Neverknown
As part of our 30years of the Underground #Originals where we look back and forwards to what it means to the brand we travel a short distance.
The 2012 Neverknown Campaign marked the 25 years of the Underground Originals collection.
Shot by #MariSarai, styled by #CarolineNewall and featuring model Originals #HarmonyBoucher, the campaign coincided with the resurgence and recognition of the Underground Creeper. With a certain East London vibe, a strong link up to the brands musical vibe and a clear nod in the direction of British sub culture the campaign included print, online and a first for the brand by way of outdoor advertising.
The shot here captured most of the story of the brand, androgynous, algender, serious sub culture but with playfulness as an add on. The Campaign focused on the core collection of Wulfrun, Apollo and Bowie.
The campaign name, Neverknown, came about from our self-examination of Underground and what it means. One concepts, ideas, fashions or music are being created or formulated “underground” they remain hidden or obscured, hard to find and accessible only to those that know or seek out the new. In time, as and when they rise to the surface and become exposed to the more mainstream then they become visible and known. From that perspective we view Underground as “Neverknown “. Not easily seen, understood or detected and as each idea or vision is opened to the world then another idea will be created, Neverknown until, it too, will surface.

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• harmonyboucher
• undergroundengland