Introducing Urban Wilderness - Our A/W 2024 campaign

We've been working on something exciting over the last couple of months - our newest Autumn/Winter Campaign; Urban Wilderness. 

The idea behind this campaign was to take two contrasting themes and combine them for a showcase of modern looks in a traditional backdrop.

The theme 'Urban Wilderness' captures the essence of wild landscapes combined with the uniqueness of urban sophistication.

We wanted to utilise a traditional-looking Irish landscape juxtaposed with modern industrial elements - and so Urban Wilderness came to fruition. Read on to learn more about our A/W 2024 campaign!

1. Location 

We wanted our location for our outdoor shoot to be a traditional Irish landscape, so we found the perfect farm near our store and headed off with everything in tow. 

Many of our customers and staff live in or are very familiar with the rugged Irish countryside, so we wanted to play on high-fashion looks within this type of environment, to show that fashion has no bounds.

One of our favourite looks from the shoot was this Joseph Ribkoff Sequin Dress atop a Naya shirt - two of our biggest brands in-store.

2. Elevating Capsule Wardrobes 

At McElhinneys, understanding the needs of our customers is hugely important to us and so one element we wanted to include in our latest campaign is the importance of investing in quality wardrobe staples while also making the most out of the pieces you already have.

For these looks, we used affordable brands for the bases - Kate and Pippa and Selected Femme and added a statement coat on top. 

We wanted to showcase how mixing what you already have with one luxury item - such as the Christina Felix Wool coat shown in the look above - can really elevate any outfit.

3. Fashion For All 

It's 2024 and fashion knows no bounds. This was something we wanted to showcase in our campaign so we chose to dress our female model in a Remus Uomo blazer, shirt and tie from our menswear department. 

We wanted to reiterate the fact that fashion is universal and you can wear whatever makes you feel comfortable.

We love how this look turned out in the end as it really portrayed a chic, modern take on streetwear. 

4. Studio Shoot  - Taking the outdoors indoors

We dressed the models in modern, high fashion looks alongside the elements we brought from the farm like tree trunks and barbed wire.

 

The different textures and elements really helped us to bring that wilderness aspect into the studio so we could focus our looks on more modern and streetwear looks to tie the whole campaign together. 

 

This suit from Eva Kayan was one of our favourite looks - a monochromatic look with lots of texture and a pop of pattern.

 

 

Another of our favourite looks from the shoot was this co-ord from Object as we thought it really encompassed the urban streetwear combination that our customers are looking for.  

 

Overall, this campaign was a fun-filled endeavour for all who were involved. A huge team was behind this, who all worked so hard to help pull this together and we would like to say a huge thank you to every single person who was involved.

 

For more imagery from our Autumn/Winter campaign shoot, view the gallery below.

Until next time, 

Amy x