Timberland 'ICONIC' Campaign featuring SLAWN Photographed by Jamie Morgan: Soho Exhibition

Amid the London Fashion Week mayhem, man of the moment Slawn hosted an exhibition alongside British Photographer Jamie Morgan for the brand’s ‘ICONIC’ campaign. Set in Soho on Greek Street, the two-floor exhibition invited guests from ASAP Nast, AntsLive and Krept & Konan to celebrate the partnership of two creative zeitgeists. 

The space was designed to give its audience a deeper intimate look into the campaign’s direction and process. SLAWN’s relaxed approach to his label as an artist can be misjudged as unbothered. In reality, this exhibition was a testament to what he brings as an individual within a culture that London holds for people inspired by his art. Jamie Morgan, the eyes behind the lens of the eight images on show described the somewhat erotic concept as “stripping everything away and focusing on the iconic boots”. Morgan also captured Naomi Campbell and other creatives for the campaign and has previously shot talent such as Little Simz for the cover of Dazed this year to name just a few of the visionary’s accomplishments. 

The collaboration was seamless and shot in one day according to Jamie who speaks on working with SLAWN as a compatible partnership and the ease of shooting a figure already so comfortable in front of the camera. Combining the hard-edged graphic photographs of the Nigerian artist with the contrasted style of SLAWN’s spray paint designs brought a unique diversion to Timberland. The authenticity in the outdoor and apparel brand’s collaborations has always created a strong sense of culture. More than ever, SLAWN’s audience of young creatives crave authentic brand messaging to believe in the products they are being sold. Today, in a time where celebrity muses are being utilised as advertising moguls to represent brands, Timberland is representing the relevant, the individual and the talented through the ‘ICONIC’ campaign. 

Floor one displays photographs of SLAWN on the walls where one does not have to think too deeply about the intended effect of the campaign imagery. Explicitly using the key Timberland ‘Yellow Boot’ originally launched in 1973 as the epicentre of the images, the artist poses with the shoes in nothing other than the boots, as he states “you get to see all of me”. The images evoke incredible vulnerability from SLAWN and fellow creatives throughout the campaign as a whole and particularly within this exhibition the artist depicts what it means to be an ‘icon’ in a film by Timberland.

The campaign indicates the impressive communicative practices Timberland use to evoke emotional responses from consumers enabling the brand to reposition itself through stand-out content. Timberland’s Chief Marketing Officer Maisie Willoughby reiterated her love for the brand’s rich heritage during the exhibition and explained the long-term collaborations over the years with Jamie, aligning the two to come together again for this project. Speaking on the importance of featuring unapologetic and bold personalities within the brand’s campaigns, Maisie situates SLAWN as one who fits the description. The direction of the campaign feels elevated, modern and daring as a current brand developing a campaign that reaches an audience who appreciates the past present and future legacy of Timberland.