Design, Fashion

A Lesson in Monochrome: Church’s A/W 2015 Advertising Campaign

Northampton-founded shoemakers Church’s began as a family-run start-up more than 100 years ago in a small workshop at 30 Maple Street, before relocating to larger premises on Duke Street when the need to expand arose. Church’s are synonymous with innovation – from the polarising camouflage soles featured in recent years to introducing the then revolutionary concept of right and left shoes in the Adaptable model, advertised as available in a variety of widths, materials and then unheard-of half sizes.

Taking approximately eight weeks and over 250 manual operations to create a single pair of shoes, the craftsmanship and painstaking attention to detail is unquestionable. Constructed using the world-renowned Goodyear method which allows for refurbishment (usually many years after the initial purchase) even the most worn in pair will come back looking like new. For the individual looking for a range of casual footwear, the range has expanded considerably over the past decade, echoing the continuously evolving tastes of the clientele.

The advertising campaign is clever in its monochrome simplicity. Put simply, there are no bells or whistles to be found. The focus is clearly on the product and succinctly summarises the heritage of the brand and reflects the label’s quintessential English identity while providing a snapshot of the Autumn/Winter collection. This, in turn, differentiates Church’s from their contemporaries. Another way Church’s recently differentiated themselves is with the video, below, which demonstrates with humour, personality and style how to care for your shoes.

Church’s are exported to multiple countries, such as, America, Canada, South Africa, Belgium, France, Italy and Germany among others. The Autumn/Winter collection can be purchased online and in selected stockists.

Church’s can be visited on Facebook and Instagram.

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