A bold new campaign for clothing retailer Duluth Trading Company celebrates the achievements of real-life, "wayforging" women.
The spot by Planet Propaganda was shot before the lockdown by Biscuit Films director Rachel McDonald (whose work includes the groundbreaking Thinx "MENstruation" ad) and a majority female creative and production crew.
Diverging in tone from conventional women's fashion spots, it reminds us more of workwear ads from men's apparel brands like Carharrt. It depicts female tattoo artists, pilots, dirt bikers, potters, ranchers and others wearing items from the Duluth women's range such as its Fire Hose Pants and No Yank Tank. "They don't take the road less traveled..they forge their own roads," explains the voiceover.
“Through this campaign, we are paying tribute to the exceptional women who inspire our brand and the designs of our product,” said Neala Shepherd, VP of marketing for Duluth Trading Company in a statement. “Duluth Trading has always been a family of Wayforgers, those who tackle new challenges and buck convention, and this campaign shines a national spotlight on these women’s stories. These are stories that highlight their passion, resilience and ability to persevere.”