Clarks launches Collective for AW22, links with global activists

By

Sandra Halliday

Published
Sep 2, 2022

As AW22 campaign season gets under way, Clarks has unveiled a new initiative with the launch of the Clarks Collective. It comprises a group of “ambassadors and activists championing authentic social change for the world ahead”.

The global campaign they star in takes the footwear retailer’s “commitment to innovation into a new, modern space with a refreshed brand positioning”.

It launches on 8 September and it sees the brand collaborating with five trailblazers in racial equality, mental health awareness, LGBTQ+ advocacy and family rights activism.

They include Jamie Windust, who’s a “non-binary author, host and LGBTQ+plus trailblazer”; Basma Khalifa, a filmmaker, director, writer and Women for Women international ambassador; Vas J Morgan, a writer, editor and activist whose mission is to be the help he didn't have growing up as a black gay man; Jeannie Jay Park, a first generation Korean-American intersectional Asian rights activist, community organiser, writer and model; and Gabriella Wilde, an actress, model, activist and mother of three who has "challenged the expectations and pressures of working motherhood”.

Chief marketing and digital officer Tara McRae said: “The Clarks Collective is a powerful group that brings to life our new brand mantra – For the world ahead. They all have an important identity, a story to tell, their own philanthropic endeavours, and a strong point of view on what they want for the world ahead. 

“Over the coming months, Clarks is going to join and support them on their journeys, seeking to promote the welfare of others in each of their unique communities, and pay it forward. They have all opened up doors for like-minded people in their own communities, which is why we've chosen to work with them for this special campaign.”