Duluth Trading Company celebrates 'wayforging' real-life women in this gritty fashion ad

Director Rachel McDonald helmed film for Planet Propaganda with a majority female production crew

Published On
Apr 22, 2020

Editor's Pick

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.”


Apr 22, 2020
Client :
Duluth Trading Company
Agency :
Planet Propaganda
Production Company :
Biscuit Filmworks
Director :
Rachel McDonald
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Holly Vega
Line Producer :
Maury Strong
Heads of Production :
Mercedes Allen-Sarria
Heads of Production :
Rachel Glaub
Director of Photography :
Natalie Kingston
Production Designer :
Leila Dallal
Editorial :
Cabin Editing Company
Post Production Company :
Shape + Light
Editor :
Isaac Chen
Managing Partner :
Carr Schilling
Executive Producer :
Remy Foxx
Executive Producer :
Adam Becht
Producer :
Liz Lydecker
Assistant Editor :
Edward Khoma
Lead Flame :
Austin Lewis
Producer :
Arielle Weir
Color :
Moving Picture Company
Colorist :
Ricky Gausis
Executive Producer :
Meghan Lang
Producer :
Sasha Pace
Mix :
Mix Engineer :
Tom Paolantonio
Executive Producer :
Susie Boyajan

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