On The Road follows on from the brand’s core campaign which introduced a new visual aesthetic.
Australian heritage brand R.M.Williams presents On The Road, a nostalgic journey that ventures from country to coast.
Drawing on 89 years of archives and a rich history of craftspersonship, the new campaign unites brand heritage with a contemporary lens, looking at a reinvention of classic styles and offering new takes on modern ready-to-wear, footwear and leather goods across the collection.
Following on from the brand’s core campaign which introduced a new visual aesthetic, the On The Road seasonal shoot pays tribute to the natural beauty of unique Australian landscapes and lifestyles - capturing the optimistic mood of a spirited escape and memories of summer adventures.
Moving from a sleepy outback town through deep countryside, to arrive at Australia’s spectacular coast, the campaign transports R.M.Williams to Esperance in Western Australia, embracing a quiet pace and fresh air as an antidote to daily busy lives.
Following free-spirited friends, this seasonal campaign offers a sentimental look at distinctly Australian memories - road trips across the land’s diverse environments; sun-speckled farmlands, lush green hinterland, country roads and dawn-lit coastlines.
Recalling a sense of deja-vu, vivid memories are explored to inspire the present, a reflection of the adventurous R.M.Williams spirit and approach to the new collection.
This season’s ready to wear offering imbues notes of memory and romance to classic silhouettes, marking the brand’s new direction and dedication to elevating apparel that complements the brand’s iconic boots and leather goods.
Infusing utility and functionality with a soft playfulness, the introduction of this modern lifestyle lens integrates the campaigns emotive mood, and draws on the deep connection to the land that is at the heart of R.M.Williams’ heritage.
The new seasonal footwear portfolio embraces all terrains and the transitional lifestyle of the R.M.Williams wearer.
As the campaign journeys from graphic urban forms to soft country tones, footwear is at the fore, equipped for exploration. Handcrafted in Australia, the boot offering heroes The Gardener Commando, Urban Shearling styles and the new Balmoral burnished boot, which reintroduces a classic side zip feature.
Women’s footwear is led by an expansion of styles in the elevated Maya boot, and the launch of linen elastics as a more textural finish for Lady Yearling styles.
The R.M.Williams accessories range incorporates an expanded bag offering and features leather and canvas across a variety of styles and sizes, including modern finishes to the seminal Drover belt with the introduction of canvas options.
An invitation to move whether in body or in memory, the On The Road campaign submits an offer to lose the paperwork, revel in nature and rediscover the dawn in the spirit of an R.M.Williams adventure.
The collection and campaign can be viewed in store and online from 2 August, 2021.
